A New Direction for Audi’s Chinese EV Venture
Audi has introduced a distinctive visual identity for its new Chinese EV brand, replacing its iconic four-ring logo with an all-caps AUDI wordmark. This rebranding was revealed during the launch of the AUDI E concept car in Shanghai, highlighting the brand’s design evolution for future models.
This initiative, a collaboration with China’s state-owned manufacturer SAIC, aims to attract tech-savvy younger buyers in the world’s largest EV market. The AUDI E concept, scheduled for production in 2025, is the first in a series of three planned models, including a saloon and an SUV.
A Futuristic Wordmark and Minimalist Design
Rendered in a Tron-style sans serif typeface, the AUDI wordmark appears on the bonnet, boot, and steering wheel, signaling a modern departure from the traditional four-ring emblem. The five-door hatchback boasts a sleek and minimalist design tailored to Chinese preferences, with smooth wheel arches and aerodynamic elements enhancing its dynamic profile.
The exterior integrates advanced features like functional black grille-inspired details that accommodate lamps, sensors, and aerodynamic components. The elongated silhouette and calm design language cater to urban lifestyles.
Advanced Digitalisation and AI Integration
Inside, the E concept embodies cutting-edge digitalisation with a curved 4K pillar-to-pillar touch display, AI-powered voice controls, and a virtual assistant providing interactive feedback. These features aim to create a seamless, connected driving experience, reflecting the demands of China’s megacities.
Audi CEO Gernot Döllner emphasized the platform’s role in offering “state-of-the-art intelligent connected vehicles exclusive to China,” aligning with customer expectations for connectivity and autonomous driving.
Strategic Collaboration with SAIC
Audi’s partnership with SAIC extends to development, production, and sales, spearheaded by Fermín Soneira, Audi’s former head of electric models. This collaboration underscores the carmaker’s commitment to expanding its EV footprint in China.
Evolving Identity in the Automotive Industry
The launch of Audi’s Chinese EV brand follows the company’s broader efforts to modernize its identity, including a flattened version of the four-ring logo in 2022. This trend aligns with other automotive brands like Jaguar and Volvo, signaling a shift towards minimalism and a focus on electric mobility.
Audi’s new identity and the E concept reflect a forward-thinking approach to sustainability, technology, and regional market demands.
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