Audi just revealed a new concept car at a private event in Shanghai, China. Not only does it preview the company’s latest direction in that specific market, it also debuts a new branding strategy for Chinese customers, and it’s specifically called, uhm, « AUDI. » But more so, the new branding direction sadly says goodbye to the brand’s iconic four-ringed insignia and in its place is a new badge that consists of the name Audi, but as indicated prior, in all capital letters. Yeah, we don’t get it either.
Anyway, the new concept pitches the Ingolstadt automaker’s latest design aspirations, giving a taste of what we can likely expect with its future models aesthetically. Although Audi says that this is specifically aimed towards dictating the company’s direction in China, it’ll still likely provide some sort of influence on its products in markets elsewhere.
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The AUDI E Concept And New Strategy Says Goodbye To The Iconic Four Ringed Insignia
To showcase its latest efforts and innovations, it created the AUDI E Concept, which is described as the company’s first concept car under the new « AUDI » branding strategy. Although the concept showcases some of the brand’s latest design and technological aspirations, it also starts a new chapter for the German automaker in the Chinese market by completely overhauling its branding aesthetic.
Audi AG
The biggest change is the apparent retirement of its iconic four-ringed logo, which has been around since Audi began as Auto Union AG in the 1930s. The four rings represented and symbolized the merging of four small-time German automakers and start-ups of the era, consisting of Zschopauer Motorenwerke J. S. Rasmussen (more commonly known as DKW), Horch, Audi, and Wanderer. Since then, it’s become the main insignia for Audi and one that’s defined the automaker and been its visual signature for nearly the past century.
Audi AG
In its place, is a new logo, which consists of the « AUDI » name, but in bold, capital letters.
The AUDI E Concept Signifies New Era Of German-Chinese Joint Projects And Vehicles
It’s no mystery that China is the world’s largest car market and Audi has a significant presence in the country as a premium and luxury brand. As a result, Audi’s doubling down its efforts and initiatives in the key market with its E Concept, which signifies this increased collaboration between Audi in Germany and Audi in China. The AUDI E Concept is also said to preview three new future production models that will debut in mid-2025.
Audi AG
“The automotive industry is undergoing the largest transformation in its history. With our partnerships in China, we are playing a decisive role in this transformation, » Audi’s CEO, Gernot Döllner, said in his official statement. “The joint platform will be the basis for a new generation of state-of-the-art intelligent connected vehicles exclusive to China. The upcoming models are aimed at a promising and simultaneously demanding new customer segment. The cooperation will further expand the Audi portfolio of battery electric vehicles (BEV) in China and accelerate the company’s transformation in the world’s largest market.”
Audi AG
In addition to providing some insight into future designs and aesthetics, the E Concept also hints at future electric vehicle technology to fulfill the brand’s « Vorsprung durch Technik » mantra, with the concept itself introducing the company’s new Advanced Digitized Platform, featuring the latest and greatest 800-volt EV architecture.
As such, the E Concept produces around 570 kW of power or about 764 horsepower and 590 pound-feet of twist, resulting in a 0-62 MPH time of just 3.6 seconds. With its new 800-volt architecture, it boasts a driving range of up to 700 kilometers or 435 miles from its 100-kilowatt/hour battery pack and rapid charging of up to 370 kilometers, or 230 miles of range, in just 10 minutes.
Audi AG
“Our cooperation reflects the spirit of ‘the best of both worlds’ and has been set up to jointly organize development, purchasing, production, and sales,” Fermín Soneira said, Audi’s Head of Product Line for Electric Models and a 25-year veteran with the Volkswagen Group. “With both parties contributing their core strengths, I firmly believe Audi will continue to shape the future of premium electric mobility by integrating the innovation strength of the market.”
