Audi launches a new brand in China without the four-ring logo

The new “AUDI” logo and E concept for China. | Image: Audi

Audi is making a big change to its branding for the Chinese market with a new logo that lacks the automaker’s famous four-ring emblem. Today in Shanghai, the company showed off the new “AUDI” logo — yes, it’s just Audi in all caps — on the front of a new E concept electric Sportback that notably lacks its broadly used “E-Tron” branding.

In a press release, Audi’s CEO Gernot Döllner said it’s hoping to tap into China’s “more tech-savvy” customers who “expect leading connectivity as well as automated driving.” Reuters reported in August that Audi was planning a rebrand for China, where the automaker sold less than 10,000 vehicles in the country in the first half of 2024.

Image: Audi Image: Audi

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