Audi recently unveiled a new concept car at a private event in Shanghai, marking a shift in its strategy for the Chinese market and introducing a new branding initiative simply called “AUDI.” This fresh branding approach means the end of the iconic four-ring insignia, replaced by a bold logo featuring the name Audi in all capital letters.
The new concept reflects Audi’s design aspirations, offering a glimpse of future models. While tailored for the Chinese market, its influence is expected to reach other regions as well.
The AUDI E Concept signifies a new phase for Audi in China, representing the brand’s first initiative under this new branding strategy. It showcases innovative design and technology while fundamentally changing Audi’s aesthetic approach in the region.
The most significant change is the retirement of the four-ring logo, which has been a staple since Audi’s inception as Auto Union AG in the 1930s, symbolizing the merger of four automotive pioneers: DKW, Horch, Audi, and Wanderer. The new logo, featuring the name “AUDI” in bold capital letters, marks a departure from this long-standing symbol.
Given China’s status as the world’s largest car market, Audi is intensifying its efforts there with the E Concept, which signifies enhanced collaboration between Audi in Germany and Audi in China. This concept also previews three new production models expected to debut in mid-2025.
Audi’s CEO, Gernot Döllner, emphasized the ongoing transformation of the automotive industry and the company’s crucial role in this change through partnerships in China. He highlighted that the collaborative platform will support a new generation of intelligent, connected vehicles tailored for China, expanding Audi’s battery electric vehicle (BEV) offerings in this key market.
The E Concept not only hints at future designs but also showcases upcoming electric vehicle technologies aligned with Audi’s “Vorsprung durch Technik” philosophy. It features an Advanced Digitized Platform and 800-volt EV architecture, generating approximately 570 kW (764 horsepower) with 590 lb-ft of torque, achieving 0-62 MPH in just 3.6 seconds. It offers a range of up to 700 kilometers (435 miles) on a 100-kilowatt/hour battery, with rapid charging allowing for 370 kilometers (230 miles) of range in just 10 minutes.
Audi’s Head of Product Line for Electric Models, Fermín Soneira, highlighted the spirit of collaboration in developing, purchasing, producing, and selling these vehicles, stating that both parties will leverage their strengths to advance premium electric mobility and innovation in the market.
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