Audi Ditches the Four-Ring Logo in China, Launches a New Brand Called AUDI

Audi has announced the launch of a new brand dedicated to the Chinese market under the name AUDI, adopting a bold, all-caps wordmark instead of the traditional four-ring logo, in a move aimed at attracting a younger, more tech-savvy generation and strengthening the company's presence in China's electric vehicle market.

Audi Launches a New Brand in China in Partnership with SAIC

Audi unveiled its new AUDI brand in Shanghai in November 2024, developed in partnership with the Chinese company SAIC.

The new brand differs visually from traditional Audi branding — it doesn't carry the four-ring logo, instead using the name AUDI written in capital letters. This identity aims to combine Audi's design and engineering DNA with the digital technologies and solutions suited to the needs of the Chinese market.

Why Did Audi Launch the AUDI Brand?

Audi explained that the new brand specifically targets younger, more tech-savvy Chinese consumers who have high expectations regarding digital connectivity, driver-assistance systems, and in-car digital experiences.

Audi CEO Gernot Döllner said the launch of the new brand for electric and smart vehicles represents a new direction for the company aimed at reaching new customer segments in China.

Through its partnership with SAIC, Audi is betting on combining its expertise in vehicle development and German engineering with the development speed and local market expertise that the Chinese company brings.

The AUDI E Concept Reveals the New Brand's Identity

The AUDI E Concept was the first car to be revealed under the new brand — a fully electric Sportback developed by teams from Audi in both Germany and China.

According to Audi, the concept car served as a showcase of what the new brand could offer, paving the way for three future production models that were originally set to launch starting mid-2025.

What Did the AUDI E Concept Offer?

The concept car featured a set of notable technical specifications, including an electric powertrain delivering more than 760 horsepower, paired with an all-wheel-drive system powered by electric motors.

It was also equipped with a 100 kWh battery and an 800-volt electrical architecture, enabling more than 320 kilometers of driving range to be added in about 10 minutes of charging.

These specifications reflect the new brand's direction toward high-performance electric vehicles, with a focus on fast-charging technology and advanced digital systems.

Has Audi Abandoned the Four Rings Entirely?

No.

The new AUDI brand does not replace the traditional Audi brand — rather, it represents a sister brand dedicated to the Chinese market, focused on connected electric vehicles and products aimed at more tech-savvy customers.

As such, traditional Audi continues to use the four-ring logo on its vehicles, while the new brand uses only the name AUDI, without the rings. Audi affirms that the goal is to maintain a clear connection to the parent brand while preserving a distinct identity suited to the Chinese market.

The First Production Car Under the AUDI Name

The project later moved from the concept stage to actual production with the reveal of the AUDI E5 Sportback in April 2025, as the first production car to carry the new brand.

The car is a fully electric Fastback, measuring 4,881 mm in length, 1,959 mm in width, and 1,478 mm in height, with power reaching 579 kW and a range of up to 770 km, accelerating from 0-100 km/h in 3.4 seconds in its most powerful version.

Audi also noted that the E5 Sportback was developed in roughly 30% less time compared to traditional development methods, thanks to collaboration between Audi and SAIC teams in Germany and China.

Not Just a New Brand — A New Strategy for Audi in China

The AUDI brand is part of a broader strategy for Audi to strengthen its presence in the Chinese market, through partnerships with SAIC and FAW and the development of vehicles tailored to the local market.

In 2026, the new brand continued its expansion with the reveal of the AUDI E7X, the first electric SUV to carry the new brand, confirming that the project has become an actual part of Audi's strategy in China, not just a design experiment.

Audi's move doesn't mean the disappearance of the four-ring logo — rather, it represents the creation of a sister brand dedicated to China under the name AUDI, focused on electric, smart, and connected vehicles.

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