top of page

Audi unrings itself: Bold logo rebrand in China.

Writer's picture: Blursday AdminBlursday Admin


Image: Audi

In what might be 2024's most dramatic automotive plot twist, Audi just unveiled its new Chinese market strategy in Shanghai. The big news? Those iconic four rings that have graced Audi's grilles for generations are taking an extended vacation. Their replacement? Simply "AUDI" in all caps – because sometimes the best way to reinvent yourself is to just shout your name louder.


Behind this surprisingly minimalist rebrand lies some serious strategy. With fewer than 10,000 vehicles sold in China during the first half of 2024, Audi's clearly decided that desperate times call for desperate measures, or at least some very bold typography.


New direction

Fermín Soneira, Audi's former electric vehicles chief, is now CEO of this ambitious venture. After 25 years with Volkswagen Group, he's been tasked with steering this ring-less ship into more prosperous waters.


Audi isn't facing China's competitive market alone. They've partnered with SAIC Motors, China's state-owned automotive powerhouse, in what might be the most significant automotive collaboration since horses met carriages. Together, they're handling everything from development to sales, creating an integrated approach that's both efficient and market-savvy.


Meet AUDI E

Image: Audi

The first fruit of this partnership is the AUDI E concept, which notably ditches both the rings and the familiar E-Tron branding. It's built on their new Advanced Digitized Platform featuring 800-volt architecture, which in non-tech speak means "charges faster than you can say 'where did the rings go?'"


What's next?

By mid-2025, Audi plans to launch three new models built on this platform, targeting China's tech-savvy customers. CEO Gernot Döllner's vision? Cars that blend cutting-edge connectivity and autonomous driving, like high-tech gadgets, but with a luxury chassis.


The long haul

SAIC knows China, Audi knows luxury, together, they’re poised to change how Western brands tackle the Chinese market. The advanced digitized platform? Think of it as Audi’s turbo boost for faster, smarter innovation.


Is it risky to drop a logo that’s over a century old? You bet. But in a market where tech and connectivity steal the spotlight, Audi’s gamble could be exactly what’s needed. Those rings have been linked for far too long—time for a little breathing room.

bottom of page