Exclusive to the Chinese market, the AUDI sub-brand drops the four ring logo (Image: Getty)
has divided motorists by launching a new sub-brand for one of the world’s biggest car markets that .
As many motorists react to the relaunch of , the German premium vehicle manufacturer has announced a new partnership with the motoring giant SAIC to sell a seperate range of models within the market.
Stylised as ”, the sub-brand’s first concept model but does not feature the four ring logo that buyers have come to expect over the past 90 years.
Gernot Döllner, CEO of Audi, shared high hopes for the sub-brand, with having the largest new car market in the world at around 26 million models sold each year in 2023.
He explained: “The automotive industry is undergoing the largest transformation in its history. With our partnerships in China, we are playing a decisive role in this transformation.”
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Audi has sold models in China since 1988, but aims to appeal to younger buyers with the AUDI spinoff (Image: Getty)
Audi first began selling their cars in China in 1988 when they began a contract with First Automobile Works (FAW) to become the first company to import luxury cars to the brand.
With a particularly high reputation among Chinese car buyers, the new AUDI sub-brand has been designed to sell unique models to younger motorists, with the average luxury car owner in the country 35 – 20 years less than the global average.
The company particularly highlighted additional driver-assistance technology compared to models in Europe, with China currently enforcing fewer restrictions on autonomous vehicles.
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The famous Audi logo, first seen in 1932, will continue to be used on all models sold elsewhere (Image: Getty)
However, whilst the new AUDI models are set to have plenty of technology, one feature missing from the range is the famous four ring logo that first appeared in 1932.
Originally used by Auto Union, the four interlocked rings within the emblem are meant to represent the four German car brands Audi, Chemnitz, DKW, and Horch, who were all part of an alliance at the time.
Whilst the Audi logo has been seen on cars sold in China since their launch to the market 36 years ago, the new AUDI range of cars will feature simple lettering on the front end of each model instead.
Despite Audi’s long-running logo remaining on all models sold across Europe, many petrolheads across the world took to the group r/cars to share their thoughts on the new look in China.
One user wrote: “Honestly? This is hilarious. It’s one of those things that make you believe the simulation is real and the creator is going for maximum silliness. Next week: Mercedes launches ‘MERCEDES’.”
Another added: “China is a different market. There’s an Audi A7 L there. I guess Audi China knows what it is doing. In my opinion, it looks exactly like one of those new Chinese electric car brands without personality in their designs.”