Audi’s new China EV series breaks 92-years old tradition

Audi’s upcoming electric vehicle (EV) series, developed specifically for the Chinese market, will not feature its renowned four-ring logo, according to sources with direct knowledge of the plans.

This strategic move by the luxury brand, a subsidiary of Germany’s Volkswagen, aims to enhance its brand image. “The decision reflects brand image consideration,” one insider revealed. The new series, developed in collaboration with Chinese partner SAIC, will also incorporate local suppliers and technologies.

The series, internally codenamed “Purple,” is set to debut a concept car in November. During the unveiling, Audi will share the series’ “brand story,” the sources added. By 2030, nine models are planned for release, according to a third person briefed on the matter.

All sources requested anonymity as the details have not been officially disclosed. Audi declined to comment, labelling the information as speculation. Meanwhile, SAIC affirmed that the EVs would be “true Audi with authentic Audi DNA.”

The competitive landscape in China, the world’s largest automotive market, is shifting as local manufacturers gain traction with technologically advanced EVs. This trend has pressured foreign automakers, traditionally reliant on gasoline engines, to innovate and form new partnerships, according to a Reuters report.

In May, Audi and SAIC announced a joint effort to develop an EV platform tailored for the Chinese market. “Developing cars specifically for China allows foreign automakers to adapt to the latest EV features and Chinese consumer preferences while tapping into a vast customer base,” explained Yale Zhang, managing director at Shanghai-based consultancy Automotive Foresight.

This localised approach is seen as a critical step for foreign brands to maintain relevance and competitiveness in the rapidly evolving Chinese EV market.

Read more on Saudi Aramco acquires 10% stake in Renault-Geely joint venture valued at €7.4 bn