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Audi is removing its iconic four rings from its new electric car models. Audi has said it will not use the Audi brand name for nine electric vehicle series that will be sold only in Chinese showrooms, citing brand image considerations.
Audi's parent company Volkswagen Group and China's SAIC Motor plan to jointly develop an electric vehicle platform targeting the Chinese market. They plan to develop nine electric vehicles by 2030. It has not been decided whether the new vehicles will bear the Audi name.
It is not clear whether this is an attempt to create a familiar brand image in China or to protect Audi’s brand image. It makes one wonder why they did not use the symbol of a trusted international brand. It is likely that this was chosen based on Audi’s existing image in China.
Audi declined to comment on the speculation. In a statement to Reuters, SAIC said the EV would be “a real Audi with real Audi DNA.” It’s hard to believe that it can be a real brand without using an identity.
Audi's symbol is derived from the 'Auto Union', which was created in 1932 by the merger of four companies in Saxony, Germany. The circles represent the companies Horch, Dampkraftwagen, Wanderer, and Audi, respectively.
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