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Many brands would envy the recognition of Audi’s four rings. Across the globe, even those not interested in cars associate the rings with luxury. However, Audi might be on the verge of sacrificing decades of brand value in China, according to a report from Reuters.
Sources familiar with the matter informed Reuters that Audi’s forthcoming electric vehicles tailored for the Chinese market will not carry the brand’s iconic four-ring logo. One insider noted that this choice stems from a consideration of “brand image.” Does this signal a decline in Audi’s brand strength within China? It seems plausible. With local electric vehicle manufacturers flourishing and European brands still reliant on gasoline engines, there may be a growing demand for domestic electric vehicles. Chinese EV makers like BYD, Zeekr, and Nio have significantly outsold Audi’s E-Tron models thus far in 2024, as per Reuters.
Top luxury brands from Germany and the U.S. used to be highly favored by Chinese consumers. However, as preferences shift toward homegrown brands, could Audi’s four-ring emblem become a hindrance rather than an advantage? That possibility cannot be ruled out.
In May 2024, Audi revealed its collaboration with China’s SAIC to create new electric vehicles. An Audi spokesperson stated, “The partnership will start with three BEV models catering to the B and C segments to quickly engage in China’s rapidly expanding electric vehicle market.” However, it remains unclear whether these new models will feature the classic four-ring Audi emblem or a different logo representing the collaboration with SAIC. Audi declined to provide a definitive answer on the matter.
“Currently, there are various rumors, especially in China, about this project and the forthcoming products. Please understand that we cannot address each of them,” the spokesperson added.
Eliminating a logo that has been in existence for nearly a century represents a significant shift. Moving away from such a storied brand identity could suggest a broader cultural move in China from traditional luxury brands to newer, EV-specific companies. Audi is expected to retain the four rings on its existing range of EVs, including the Q4 E-Tron, Q6 E-Tron, and the recently launched A6 E-Tron. However, with the arrival of its next generation of electric vehicles, a new Audi emblem may debut in China.
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