Audi Ditches Its Four Rings For All-New Electric Car Brand & Logo
Image via AUDI AG
Audi isn’t rolling around in circles—the iconic four-ring logo is out, at least for its electric vehicle venture in China. The company has introduced a new sub-brand, simply called ‘AUDI’ in all caps, aimed at the younger, tech-savvy customers in the world’s largest auto market.
This new direction comes as part of a collaboration with Chinese automaker SAIC, which aims to capture the growing market for electric vehicles with a design and style specifically tailored to local preferences.
Image via AUDI AG
Image via AUDI AG
The fresh branding made its debut in Shanghai, where Audi presented its new concept car, the AUDI E, sporting a minimalist wordmark in place of the traditional emblem all over.
Image via AUDI AG
The AUDI E concept—a fully electric sportback—is fitted with a 100-kWh battery, promising a range of up to 700 km (435 miles), and touts the ability to charge quickly, with 370 km (230 miles) added in just 10 minutes.
Image via AUDI AG
Measuring in at nearly 4.9 meters (16 feet) in length and equipped with a spacious 2.95-meter (9.68-foot) wheelbase, the AUDI E blends classic comforts associated with Audi with a modernized, digitized interior experience. The experimental model is designed to fit right into the lifestyle of China’s younger premium car buyers with its mix of practicality and futuristic features, including two electric motors that deliver a total power output of 570 kW, allowing acceleration from 0 to 100 km/h in a mere 3.6 seconds.
Image via AUDI AG
The AUDI E concept also incorporates China-specific driver assistance features designed to enhance comfort and safety, whether navigating packed urban streets or cruising on highways. The vehicle’s AI-backed assistant, curved 4K touch display, and digital side mirrors are just some of its highlights.
Image via AUDI AG
Emphasizing that the automotive industry on the whole is undergoing “the largest transformation in its history,” Audi’s CEO Gernot Döllner shares that the automaker’s partnerships in China would position it at the forefront of this shift.
Image via AUDI AG
