Audi Launches in China with a New Logo: Why the “AUDI” Badge Without Rings?

Audi has launched a new model in China without its classic four-ring logo, instead featuring the “AUDI” badge.

📌 Why did they do this?

The brand became so popular in China that, during its peak years, it was often associated with ostentatious buyers. As a result, younger consumers stopped purchasing it. Meanwhile, new-generation carmakers offering tech-packed vehicles became far more appealing to young people.

📌 Is it a sub-brand (like Dacia or Skoda)?

No, it’s not. This is a model engineered with Chinese technology and tailored to the local market. Naturally, it follows Chinese pricing dynamics – $32,500.

📌 What does this mean for brand positioning?

It’s a pragmatic and bold decision. If they had done nothing, they would have disappeared from the market. Instead, they’re trying a new approach, though the “premium brand” image no longer works.

📌 Will it come to Europe?

Not at this stage, but why not in the future?