Audi’s E Concept and Rebrand Without the Four Rings

• Audi is introducing a new EV sub-brand, AUDI, in China, in partnership with SAIC, and will launch without the iconic four-ring logo.
• The first concept car, AUDI E, showcases the brand’s design direction, featuring a 764-hp sportback, a 435-mile range, and advanced 800V architecture.
• Focused on the Chinese market, the sub-brand combines Audi’s technology and branding with SAIC’s influence, with production models expected by mid-2025.

Audi has announced plans to launch a new electric vehicle (EV) sub-brand tailored specifically for the Chinese market. This marks a significant shift for the German automaker as it moves away from the traditional Audi branding and adopts a bold new identity: AUDI—in all capital letters. Yes, you read that right. AUDI is not a typo; it represents the company’s new direction in the electric vehicle space in China. This rebrand also signals the retirement of Audi’s iconic four-ring logo, which has been synonymous with the brand for decades.

With China playing a vital role in Audi’s success—sales are expected to exceed 729,000 vehicles in 2024—the automaker is doubling down on its commitment to the region. The AUDI sub-brand will focus on creating high-performance electric vehicles that cater specifically to Chinese consumers. The AUDI E Concept will be the first vehicle to showcase this new strategy, setting the stage for the brand’s electric future.

The Audi E Concept: A Glimpse into Audi’s Electric Future

The AUDI E Concept provides an early look at the company’s forthcoming electric vehicles, offering insight into both the design and technology direction Audi will pursue under its new AUDI brand. This concept car, described as a “sportback,” boasts sleek lines and a forward-thinking, futuristic aesthetic. With performance at its core, the AUDI E measures 4,870 mm (191.7 inches) in length, 1,990 mm (78.3 inches) in width, and 1,460 mm (57.5 inches) in height, placing it within the same size range as the Audi A5. The bodywork is strikingly minimalist, with bold AUDI lettering illuminated at both the front and rear, replacing the traditional four-ring emblem.

The new logo is more than just a branding update; it serves as a distinctive hallmark of the AUDI sub-brand. Its illuminated, capitalised letters stand in stark contrast against a dark loop that houses the vehicle’s LED lighting elements and advanced driver-assistance sensors (ADAS). This bold shift in design signals Audi’s new direction in China and intentionally separates the new AUDI brand from its parent company.

Inside the AUDI E Concept, the cabin showcases a modern, technologically advanced design. The interior features microfibre upholstery, lighted wood accents, and a large 4K touchscreen display that integrates the instrument cluster, infotainment system, and digital mirrors into one cohesive interface. A touch-sensitive bar beneath the screen, known as the AUDI Control, allows drivers to easily operate key features, while a built-in AI assistant enhances the overall driving experience. This minimalist design approach is further emphasised by the removal of physical buttons, except for those on the steering wheel and window switches.

Performance and Technology

The AUDI E Concept exemplifies Audi’s commitment to exceptional performance, with specifications that highlight the brand’s leadership in the electric vehicle space. Powered by dual electric motors—one on each axle—the vehicle generates a combined output of 764 horsepower and 590 lb-ft of torque, propelling it from 0 to 62 mph (100 km/h) in just 3.6 seconds.

Equipped with a 100 kWh battery pack, the AUDI E Concept offers a remarkable range of up to 435 miles (700 km) on a single charge. Its advanced 800-volt architecture supports ultra-fast charging, providing 230 miles (370 km) of range in only 10 minutes. These cutting-edge features underscore Audi’s dedication to both performance and efficiency, reinforcing the brand’s focus on sustainable transportation.

A New Brand for a New Era

The launch of the AUDI sub-brand underscores Audi’s strategic initiative to create a more localised offering for the Chinese market, capitalising on its global expertise in electric vehicle (EV) technology. By partnering with the Shanghai Automotive Industry Corporation (SAIC), Audi is fusing its premium automotive legacy with SAIC’s extensive knowledge of the Chinese market. Audi CEO Gernot Döllner comments, “The automotive industry is undergoing the largest transformation in its history. Through our collaborations in China, we are playing a critical role in this evolution.”

The AUDI sub-brand will introduce three new production models, with the first deliveries slated for 2025. These vehicles will focus on the mid-and full-size vehicle categories, meeting the rising demand for high-performance electric vehicles in China. The upcoming AUDI models are designed to captivate a new consumer base by blending innovative technology, sophisticated design, and premium performance.

Audi’s Vision of Electric Mobility in China

Audi’s commitment to shaping China’s electric future is underscored by the introduction of the AUDI sub-brand. This strategic move positions Audi to lead the luxury electric mobility sector in the world’s largest automobile market. Through its collaboration with SAIC, Audi is not only set to deliver cutting-edge electric vehicles but also to meet the rising demand for locally produced products that align with the values and preferences of Chinese consumers.

Audi’s electrification efforts in China are expected to significantly influence the brand’s global strategy, with the AUDI E Concept serving as a preview of future EVs that could eventually extend beyond China. By reimagining its branding and adopting a bold new approach to electric mobility, Audi is laying the groundwork to reshape its role in the global automotive industry.

A Bold Step Towards the Electric Future

Audi’s introduction of the AUDI sub-brand in China marks a transformative shift in its strategy, positioning the company as a key player in the electric vehicle revolution. This move not only strengthens Audi’s presence in the rapidly growing Chinese market but also underscores its commitment to pioneering the global transition to sustainable, high-performance electric mobility. By adopting a bold new identity, developing vehicles tailored to Chinese consumers, and combining cutting-edge technology with exceptional performance, the AUDI sub-brand is primed to play a pivotal role in the future of electric automobiles.

With the first production models set to debut in 2025, Audi is not just entering a new phase in China but shaping the global landscape of electric mobility. The AUDI sub-brand promises to bring a new level of innovation, design, and efficiency to the market—an exciting glimpse into the future of sustainable transportation, both in China and around the world.