Audi Updates Logo, Drops Iconic Four Rings Design in China

Audi has introduced a significant branding change in China by updating its iconic four rings logo. This bold move reflects the company’s adaptability and effort to appeal to local markets, showcasing a refreshed identity while maintaining its legacy as a premium automaker. The logo update highlights Audi’s commitment to innovation and its strategy to align with evolving consumer preferences in one of its most important global markets.

The updated AUDI logo is part of a collaboration with Chinese automaker SAIC to develop electric vehicles targeting younger consumers in the world's largest automotive market.

German automaker Audi has surprised social media by replacing its iconic four rings logo in China. The emblem, a hallmark of luxury since the 1930s, was absent from the new E Concept electric sportback unveiled in Shanghai earlier this month. Instead, the vehicle featured "AUDI" in bold capital letters on its front.

This change coincides with the buzz surrounding Jaguar's rebranding, which has also drawn criticism online. Audi’s rebranding has sparked similar reactions, though it remains limited to the Chinese market for now.

"It's a puzzling branding decision," one user remarked, while another added, "Terrible move. Everyone recognizes the Audi logo. The new one feels uninspired."

Another commenter linked the move to broader trends, stating, "The localization of foreign premium brands in China continues. It's a survival tactic in a highly competitive market."

The revamped logo reflects a strategic initiative by Audi and SAIC to regain market share in China, where traditional automakers are losing ground to EV and hybrid-focused competitors.

Fermin Soneira, CEO of the project, told Reuters that Chinese premium car buyers are much younger, averaging 30 to 35 years old compared to 55 in other global markets. The EV lineup is designed to appeal to this demographic, offering advanced features such as cutting-edge driver-assistance systems.

The new EV series is built on an automotive platform developed with SAIC, with Audi increasingly relying on local suppliers and technologies.

Audi’s EV sales in China totaled fewer than 15,000 units in the first nine months of 2024, significantly lagging behind local premium EV brands like Nio and Xpeng, which sold approximately 10 and seven times more, respectively, according to the China Association of Automobile Manufacturers.

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Source: NDTV‍