- Insider sources claim Audi’s new Chinese EVs won’t feature the traditional four-ring emblem.
- The new EVs, developed with SAIC, will use local suppliers and SAIC-sourced architecture.
- Audi and SAIC will introduce a concept previewing the new EV lineup in November 2024.
Audi and SAIC are working on a new range of EVs that will be developed, produced, and sold in China. A new report suggests that these models won’t use the traditional four-ring Audi logo, in an effort to differentiate them from the rest of the lineup.
The iconic emblem of the four interlocking rings was introduced in 1932, symbolizing the merger of Audi, DKW, Horch, and Wanderer, into a single company called Auto Union AG. It is not clear if the Chinese-bound EV series – codenamed “Purple” – will be marketed under a different badge, or if they will only keep the Audi lettering.
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According to Reuters, “two people with direct knowledge” of the plans said that the decision is due to “brand image consideration” since the EVs will be developed in China rather than Europe, with “increased reliance on local suppliers and technologies”.
Audi and SAIC originally announced the joint development of an EV platform in May. However, according to the latest information, the models are expected to ride on a SAIC-sourced architecture, already used by IM Motors. The battery packs will be reportedly sourced from CATL and the ADAS suite from Chinese tech startup Momenta. This could explain why Audi wants to differentiate the Chinese models from its own-developed EVs, which are currently based on VW Group’s MEB and PPE architectures.
Audi Q4 e-tron (Chinese-spec)
Audi refused to comment on “speculations”. However, SAIC said that the new EVs will be “true Audi with authentic Audi DNA”. The choice of Chinese underpinnings might have to do with the delay in VW Group’s upcoming SSP architecture due to software issues. It will also help Audi cater to the needs of Chinese buyers, and potentially increase its market share in the local market.
In the first half of 2024, Audi sold fewer than 10,000 EVs in China, a significantly lower number compared to the volumes of local brands. The fully electric models currently listed on Audi’s Chinese website include the Q4 e-tron (FAW), Q5 e-tron (SAIC), e-tron, and e-tron GT, with the Q6 e-tron (SAIC) expected to arrive later in 2024.
The unnamed sources suggest that Audi will unveil a concept car in November, as a preview of the upcoming EVs and an introduction to the “brand story” of the new series. Another source claims that plans include the rollout of nine EVs by 2030.
