Shanghai: German luxury carmaker Audi has made a bold branding decision in China, replacing its iconic four rings logo with a plain “AUDI” wordmark on its new E Concept electric sportback. The move, aimed at appealing to younger consumers in the competitive electric vehicle (EV) market, has left social media abuzz with criticism and confusion.
The four rings logo, synonymous with Audi since the 1930s, is absent from the latest electric model showcased in Shanghai earlier this month. Instead, the car’s front features “AUDI” in capital letters. The change has sparked a mixed response online, with many criticizing the rebranding.
“Bad move. Everyone knows the Audi logo. This new one is lame,” one user commented. Another said, “The Chinesification of foreign premium brands in China continues, one way to survive the bloodbath.”
This redesign is part of Audi’s partnership with Chinese automaker SAIC to develop a new EV series aimed at the world’s largest auto market. With a younger demographic of luxury car buyers in China—average ages around 30-35, compared to 55 globally—Audi hopes to attract tech-savvy drivers seeking advanced features like driver-assistance systems.
Fermin Soneira, CEO of Audi’s China EV project, explained to Reuters, “The EV series aims to attract younger drivers who seek high-end technology features.”
However, critics argue that altering such a globally recognized symbol risks diluting Audi’s brand identity. This controversy comes on the heels of Jaguar’s recent rebranding, which also drew sharp criticism on social media.
Audi’s EV sales in China remain modest, with fewer than 15,000 units sold in the first nine months of 2024. In contrast, domestic EV giants like Nio and Xpeng sold 10 and 7 times more, respectively, during the same period.
While Audi’s partnership with SAIC signals a push for localization by relying on local suppliers and technologies, it remains to be seen whether the branding shift will help regain market share in a fiercely competitive EV segment.
