Audi has taken a daring step in China. It has created a new sub-brand that drops its famous four-ring logo, a symbol that has represented the brand for 90 years.
This new line of cars launched as part of Audi’s team-up with China’s car giant SAIC, aims to meet the needs of the world’s biggest car market.The first concept car in this sub-brand sports a eye-catching design but swaps the well-known rings for simple “AUDI” text on the front. This switch tries to attract younger Chinese buyers, as luxury car owners in China are just 35 years old on average much younger than the global average of 55.
Audi’s CEO, Gernot Dollner, stressed how important this move is calling it an answer to the huge changes the car industry is going through. Audi first entered the Chinese market in 1988 leading the way by partnering with First Automobile Works (FAW) to bring in luxury cars.
The latest AUDI vehicles are set to feature cutting-edge driver-assistance systems surpassing their European counterparts, as China has fewer limits on self-driving cars. While AUDI models in Europe will keep the classic four-ring emblem, this new design direction shows AUDI’s plan to adjust to China’s special market needs.
The choice has set off online arguments. Some people find it funny, with a Reddit user cracking a joke: “Next week: Mercedes launches ‘MERCEDES’.” Others think Audi gets its customers pointing out that the new looks are similar to Chinese electric car brands that are big hits in the area.This change shows how car makers around the world are shaping their plans to fit what local markets want in a tough and fast-changing field like China’s car industry.
