Audi has introduced a new electric vehicle (EV) brand in China, targeting younger consumers in the world’s largest automotive market.
The vehicles under this brand will feature the name AUDI without the traditional four-ring emblem.
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This strategic move is a collaboration with Chinese automaker SAIC, with whom Audi co-developed the automotive architecture for the new EV series.
The venture is part of a broader effort by Audi and SAIC to regain market share in China, where competition from EV and hybrid manufacturers is intensifying.
By customising cars for the Chinese market, Audi aims to better cater to a large and expanding customer base.
The new EV series will leverage local suppliers and technologies, indicating a significant reliance on Chinese industry resources.
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By GlobalDataThe EV series is designed to appeal to younger drivers seeking advanced technology features like driver-assistance systems, said Fermin Soneira, CEO of the project, during the unveiling of the first concept car, a fully electric sportback, at an event in Shanghai.
Soneira added: “The customers (here) are much younger than the rest of the world, 30 and 35 (years old) on average in the premium segment, while the rest of the world is 55.”
In addition to the sportback, Audi and SAIC plan to launch two additional models, including a sport-utility vehicle, over the next three years.
Despite Audi’s established presence in China, the brand has faced challenges in the EV market. In the first nine months of 2024, Audi sold fewer than 15,000 EVs in China, as reported by the China Association of Automobile Manufacturers.
This figure is significantly lower compared to sales by local premium EV brands Nio and Xpeng.
Currently, Audi’s EV offerings in China include models with the iconic four-ring logo, such as the Q4 e-tron produced with FAW, the Q5 e-tron SUV made with SAIC, and the upcoming Q6 e-tron, also made with FAW, set to launch later in the year.
