Why don't Audi's Chinese models have rings?

The first thing that comes to mind when Audi is mentioned is the four interlocking ring logo. However, the Audi China logo is different: Some models specific to the Chinese market do not have the rings. Instead there is the name AUDI written in capital letters.

Audi joined forces with Chinese automotive giant SAIC. A new brand was born from this partnership. Moreover, the brand carries only the name AUDI, regardless of the classic logo. The first models were the E5 Sportback and E7X SUV.

Why did the Audi China logo change?

The message the company wants to give is clear. The new brand visually distinguishes the models from the existing Audi family while maintaining its connection with classic Audi. Therefore, this decision does not mean that Audi is not satisfied with its own logo.

In addition, cars bearing the AUDI logo are not just versions of classic models with different logos. The new brand is positioned with a unique design language and product family. For this reason, the effort to establish a separate identity comes to the fore.

The two brands will stand side by side

Audi hasn't abandoned its classic brand. The company positions the new AUDI brand side by side with the well-known Audi. Thus, it aims to reach different customer groups with different product and technology approaches.

According to the statement, the capital letter AUDI maintains the connection with the deep-rooted history of the brand. It also shows that the new formation is different from traditional models. The goal is not to replace the four rings with a modern symbol; Establishing a separate identity for China.

According to Katy Tsang, one of the marketing managers in China, this text logo will give the consumer a feeling of innovation. It will also instill the confidence that "I have Audi quality behind me." Therefore, three strategies stand out behind the move:

new identity

technology

inheritance

The power of the new brand SAIC partnership

The biggest basis of the new brand is the partnership with the Chinese manufacturer SAIC. The two companies are working on electric cars suitable for the dynamics of the Chinese market. They are also co-developing a new vehicle platform. Thus, Audi's engineering know-how meets China's technology ecosystem.

At the heart of the partnership is the Advanced Digitized Platform (ADP). This platform; It works as the epicenter of advanced connectivity features, autonomous driving technologies and over-the-air updates (OTA). In other words, the software side of the vehicles is also managed through this structure.

In short, not using the classic logo in the AUDI brand does not arise from the desire to move away from the brand's history. The main goal is to create a different brand identity for the Chinese market. For now, the first models of the new brand stand out as the E5 Sportback and E7X SUV.