Audi’s new electric car series, developed specifically for the Chinese market, will not feature the brand’s iconic four-ring logo, according to two sources familiar with the plans. This decision by the German automaker, part of Volkswagen Group, stems from “brand image considerations,” one source said. The move also reflects the use of automotive architecture co-developed with Chinese partner SAIC and a greater reliance on local suppliers and technologies.
It remains unclear whether the new series, internally codenamed “Purple,” will have a different logo or simply carry the Audi name. A concept car for the series is expected to be unveiled in November, at which time Audi will explain the series’ “brand story,” the sources added. Nine models are planned by 2030, according to a third person briefed on the matter.
SAIC stated to Reuters that the electric vehicles would be “true Audi with authentic Audi DNA.”
The Chinese market, the world’s largest for automobiles, has seen increasing competition from domestic automakers with tech-savvy electric vehicles, resulting in declining sales for foreign brands reliant on gasoline-engine models. This trend has pushed many foreign automakers to form new partnerships in China.
In May, Audi and SAIC announced a joint development of a platform for electric vehicles aimed at the Chinese market. Customizing cars for China allows foreign automakers to incorporate the latest features in EVs and cater to local preferences, while still targeting a vast customer base.
Yale Zhang, managing director at Shanghai-based consultancy Automotive Foresight, noted that automakers like Audi and Volkswagen would likely conduct further research before adapting these models for other markets.
In the first half of 2024, Audi sold fewer than 10,000 electric vehicles in China. By contrast, Chinese premium EV brands Nio and Zeekr each sold eight times more.
The new Audi EV series will use batteries from CATL and an advanced driving assistance system (ADAS) from Chinese tech startup Momenta, according to sources. The electrical architecture of SAIC’s EV brand IM Motors will also be employed in the “Purple” series.
Volkswagen has similarly sought to leverage Chinese EV expertise, reaching a deal with Xpeng this year to use architecture co-developed with the Chinese firm for all locally produced VW-branded EVs.
Current Audi EVs sold in China, including the Q4 e-tron, Q5 e-tron SUV, and the upcoming Q6 e-tron, will continue to feature the four-ring logo. The Q6 e-tron, Audi’s first vehicle using Volkswagen’s advanced premium platform electric (PPE) platform, will use an ADAS supplied by Huawei, sources said.
