SHANGHAI, Aug 2 (Reuters) – Audi’s upcoming series of electric vehicles (EVs), developed specifically for the Chinese market, will not carry the brand’s iconic four-ring logo, according to two sources familiar with the plans. The decision, driven by “brand image consideration,” also reflects the automotive architecture co-developed with Chinese partner SAIC and a greater reliance on local suppliers and technologies.
A concept car for this new series is scheduled to be unveiled in November, where Audi will also elaborate on the series’ “brand story,” the sources said. A third source indicated that nine models are planned by 2030. The sources requested anonymity as the plans have not been publicly announced.
Audi declined to comment on what it termed speculation, while SAIC assured Reuters that the EVs would be “true Audi with authentic Audi DNA.”
Chinese automakers, armed with tech-savvy EVs, are increasingly capturing market share in China—the world’s largest automotive market. This has resulted in declining sales for foreign automakers, many of which still rely heavily on gasoline-engine models, prompting them to forge new partnerships.
In May, Audi and long-time VW partner SAIC announced they would jointly develop a platform for EVs tailored for the Chinese market. By developing cars specifically for China, foreign automakers can align with the latest features in EVs and Chinese consumer preferences while tapping into a vast customer base. Yale Zhang, managing director at Shanghai-based consultancy Automotive Foresight, suggests that Audi and VW will likely conduct further research before adapting these models for other markets.
Audi sold fewer than 10,000 EVs in China during the first half of 2024, while Chinese premium EV brands Nio and Zeekr each sold eight times that amount. The new Audi EV series will incorporate a CATL battery and an advanced driving assistance system (ADAS) from Chinese tech startup Momenta. The electrical architecture of SAIC’s EV brand IM Motors will be utilized in the “Purple” series, the sources added.