Audi introducing a brandnew brand in China: "AUDI" in capital letters and without the rings - WTF?

Audi has embarked on a brave new frontier in China by introducing an entirely new brand: "AUDI." Yes, you read that right—no iconic four rings, just four letters, big and bold. In China, it’s simply “AUDI” in capital letters, while back home in Germany, we still have the familiar "Audi" with a capital "A" and the trusty rings—for now, at least. Who’s to say what the future holds? As they say, when you get a divorce, the rings come off; perhaps breaking into the Chinese market requires the same move. In this case, though, they've ditched the circles for plain old letters, which, to add a twist, are a Latin alphabet most people in China don't even read.

Honestly, you couldn’t make this stuff up. Supposedly, this “new” AUDI is meant to represent a tech-forward approach while embracing a close bond with its “sibling” Audi. Sibling rivalry? More like a full rebranding spree that leaves us wondering if Audi’s lost the plot. For a brief moment, I actually thought I was still fever-dreaming. The goal is to bring Audi’s DNA into the Chinese market, blending it with innovations and design tailored for local tastes—in other words, “Vorsprung durch Technik,” reimagined for China.

At the helm of this bold new direction is the AUDI E concept, a showcase of what modern electric mobility could look like—not will, just could. Picture this: a five-meter-long, fully electric Sportback boasting 570 kW of power, capable of hitting 100 km/h in 3.6 seconds. It rides on an "Advanced Digitized Platform," a co-creation with Chinese partner SAIC—the same folks who make Volkswagen cars and brands like MG. This platform will supposedly provide a foundation for highly connected, futuristic vehicles, with production models set to hit the Chinese market by 2025. And that’s right, you guessed it—only in China!

The specs are impressive, though not because of the flashy 570 kW power output. It’s the 800V technology, the 100 kWh battery, and a charge rate that offers 370 km of range in just a ten-minute charge that make you think, "Why don’t we have this at home?" But here, Chinese innovation meets Audi’s expertise, and in a revealing twist, Audi’s own press release doesn't shy away from it: SAIC is the innovation powerhouse, with the ecosystem to back it up. Audi, on the other hand, brings…well, design know-how and engineering prowess. Kudos to SAIC on that front. But whether this investment will pay off for Audi? Different story altogether.

Inside, it’s all digitized comfort and tech wizardry. A sweeping 4K touch display spans the A-pillars, seamlessly integrating digital side mirrors and a customized interface to suit each passenger. The AI-powered AUDI Assistant responds to touch and voice commands alike, offering a supposedly intuitive ride. At least the interior seems to have skipped the dreaded piano black finish, embracing a more minimalist approach.
With its new AUDI brand and the AUDI E concept, Audi aims to set new standards for premium electric vehicles in China, apparently looking to outshine the competition and wow Chinese consumers. Whether that will actually happen is anybody’s guess. Up until now, I thought the Chinese had a soft spot for vintage German brands. Who would’ve thought that to meet that demand, Audi would need a whole rebrand in China? But hey—what do I know?

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