The German automobile company Audi wants to boost its presence in China and to do so it has launched a new brand, based there and adapted to the needs of said Asian market. The goal is to break new ground for the company and reach new, more tech-savvy customer segments.
The brand has the same name as the German firm, but expressed in capital letters, AUDI, and without the presence of the four rings that have characterized Audi for more than forty years. With its launch, it hopes to revitalize its presence in the Chinese market, where operates since 1988 but in which it has sold fewer than 10,000 vehicles during the first half of this year, according to Reuters.
As the company points out in a statement, AUDI is characterized by Audi DNA and embodies the motto “At the forefront of technology” in the era of smart and connected electric vehicles. The new brand also responds to the collaboration that the automobile company has promoted in China with the local manufacturer SAIC.
The new identity hopes to connect with Chinese premium consumers which according to the German firm, differ from their international counterparts. Thus, he points out that he has other expectations: they are younger, more technology-savvy, and expect high levels of connectivity and automated driving. He also points out that he is looking for an exciting experience inside the vehicles, which is at the same time surprising and familiar.
AUDI has already materialized with the presentation of the Audi E concept electric car. Among other things, it is characterized by two electric motors, located on the front and rear axles; a 100 kWh battery, which allows a range of 700 kilometers; and a spacious, elegant and digitalized interior.
As described by the company itself, the Audi E concept has a minimalist design, with rounded shapes and surround lighting graphics. It ensures that it responds to the deep knowledge of traditional aesthetic codes in China, as well as the wishes of Chinese clients.
The Audi E concept is the result of a new way of working that Audi and SAIC have shaped with a specific team, which will be led by Fermín Soneira as General Director, and will be supported by Advanced Digitized Platformwhich will be the basis for the production of next-generation intelligent connected vehicles.
Said platform cIt will combine Audi’s strengths with SAIC’s speed of innovation. The German firm ensures that it provides technical knowledge in premium products and design, general vehicle development and engineering; while its partner offers rapid innovations, a well-established technological ecosystem and a deep understanding of local market demands.
This first model presented by AUDI will begin to be sold in China next year.
