Audi New EV Series in China to Feature a Different Branding Strategy

Audi upcoming series of electric cars developed specifically for the Chinese market will not feature the traditional four-ring logo, according to sources familiar with the plans.

This decision is driven by “brand image consideration” and reflects the use of automotive architecture co-developed with Chinese partner SAIC, along with a greater reliance on local suppliers and technologies.

It is not yet clear whether the new series, internally codenamed “Purple,” will feature a different logo or simply carry the Audi name. A concept car for this series is expected to be unveiled in November, when Audi will also reveal the series’ “brand story.”

Planned Models and Future Developments:

A third source indicated that nine models are planned for release by 2030. The specific details of these plans have not been publicly disclosed by Audi.

Chinese automakers are rapidly increasing their market share in China, the world’s largest automotive market, with technologically advanced EVs. This trend has led to declining sales for foreign automakers, many of which still rely heavily on gasoline-engine models.

To remain competitive, foreign companies are forming new partnerships and developing models tailored to the Chinese market.

Strategic Partnerships and Technology:

Audi and SAIC announced in May their joint development of a platform for EVs tailored to the Chinese market. This collaboration allows foreign automakers like Audi to align with the latest EV technologies and Chinese consumer preferences while targeting a large customer base.

The new “Purple” series will utilize a CATL battery and an advanced driving assistance system (ADAS) from the Chinese tech startup Momenta. Additionally, the electrical architecture from SAIC’s EV brand IM Motors will be integrated into the series.

Current and Future Audi EVs in China:

Audi’s current EV lineup in China will continue to feature the four-ring logo. This includes models such as the Q4 e-tron, developed with joint venture partner FAW; the Q5 e-tron SUV, made with SAIC; and the Q6 e-tron, which will be launched later this year and marks Audi’s first use of VW’s advanced premium platform electric (PPE) platform. The Q6 e-tron will also use an ADAS supplied by Huawei.