Audi will use a different badge to the four rings on some cars
- Future Audi EVs in China might not feature its iconic logo
- The brand is getting rid of the four rings for some models
- It’s in the name of ‘brand image consideration’
Published on Aug 04, 2024 at 1:07 PM (UTC+4)
by Siddharth Dudeja
Last updated on Aug 05, 2024 at 6:53 PM (UTC+4)
Edited by
Nalin Rawat
Audi has a brand identity directly linked to the iconic four-ring logo that makes it recognizable by all car enthusiasts across the world, but it will likely ditch the four rings for its cars in China.
That’s right — what even is an Audi car without the iconic badge?
As unusual as it may sound, it’s reportedly happening on the upcoming range of EVs that the German automaker will co-produce with SAIC for the Chinese markets.
DISCOVER SBX CARS: The global premium car auction platform powered by Supercar Blondie
Audi to get rid of the four rings on some cars
There is no official announcement for this yet, but only the word of two insiders who seem confident about the move.
As per a Reuters report, two individuals with ‘direct knowledge’ of the automaker ditching the rings revealed why it’s happening.
The decision comes because of Audi’s ‘brand image consideration’ in China.
Why does a brand with such high global recognition need to get rid of its identity?
Well, since the upcoming lineup of EVs that it will create with SAIC is set to be developed in China — not Europe — the brand needs to have a more ‘local’ identity.
The brand’s EVs aren’t doing well in China
A great chunk of all EV sales in China come from local brands like BYD.
In addition, the report further states that these domestic EVs outsold Audi’s European-made EVs by a solid margin.
Although Audi only sells the Q4 e-Tron and the Q5 e-Tron in China, the numbers weren’t exceptional.
Ousting the distinguished four interlocked rings logo might just be the right move for the German automaker to regain control in this specific market.
Moreover, only all-electric cars in China will likely see this change, so there’s not much to change in other parts of the world.
Audi’s first EV co-developed with SAIC is all set to roll out next year, and it won’t feature the four rings.
While we have no idea what the new badging will be like, it will likely read out the brand’s name.
The world first saw the logo back in 1932, and it has certainly made its place in automotive history since then.
