AUDI presents a new car brand?! If you ever thought that car marketers and EU car manufacturers had given up, then you haven't heard about a new project from Audi and China's SAIC. Introducing AUDI - no, not Audi, but AUDI.
In an unusual turn of events, Audi, a recognized brand, is under the umbrella Volkswagen Group, in cooperation with the Chinese manufacturer SAIC, created a new car brand in China. Ready? The name is Audi. In capital letters. No iconic four circles. If you think this is slightly confusing, you're not alone. Audi has decided on a rather unusual naming, which is already creating countless questions - like why did they need a new name in the first place if it is identical to the previous one. But here we are.
Unlike the well-known Audi, these new cars will only carry a nameplate "AUDI" in capital letters, without the logo we all recognize. As the first representative of this new brand, the AUDI E concept is in front of us, and in the middle of next year we can expect the first three series models, which will impress Chinese drivers in particular. A challenge? Convince the world that it is Audi something completely new, while Audi remains an old acquaintance - but still the same brand.
AUDI E concept – is it really an Audi?
New AUDI vehicles designed specifically for the Chinese market differ from global models in design features and an approach that is said to be more "revolutionary". Expect powerful electric drives, as the new brand will focus exclusively on electric vehicles. They deliberately opted for a style that Audi describes as tailored to Chinese drivers. The concept model, AUDI E, boasts a sporty design, but somehow it reminds us more of an oversized station wagon than of a classic coupe sports line.
Why a new brand at all?
The question on every enthusiast's mind: why don't they use one of the historic brands under the Audi umbrella? Auto Union, NSU, DKW or even Wanderer are all historically rich brands that would be a great starting point for a new name. However, AUDI clearly won. Despite everything, this new line of electric vehicles will coexist with conventional models, which means that from now on Audi will have two brands in China - with two different logos.
AUDI E: The first presentation
It is known about the AUDI E concept that it will be aimed at medium-sized to larger cars that will be able to satisfy the needs of more demanding users. Although there aren't many technical details yet, we can expect powerful battery packs and an impressive range, as Audi is already setting the standard for electric vehicles with its existing e-tron models.
For the Chinese market, and only for them (if you believe the fairy tales)
The new AUDI vehicles will be exclusively available in the Chinese market, which means that the rest of the world will only have to watch the progress from afar. The first models to go into series production will be available in different classes, from medium-sized sedans to larger ones SUVs. Although the AUDI brand at first glance evokes nostalgia for the old Audi values, it remains quite secretive about the exact specifications - but perhaps this is also part of the strategy.
Conclusion
AUDi's move is slowly showing as capitulation of the EU auto industry and the slow sell-off of brands to the Chinese. A similar story as with Volvo. The Chinese are very smart and we believe that AUDI will return to the EU without four rounds.
AUDI without four circles? The upcoming vehicles will show whether this unusual shift in branding strategy will deliver the expected results in the demanding Chinese market.
