Chinese customers have changed a lot since the days when the big premium brands set up shop in the country. Of course, they still love the flattering image of these brands, but they also have an old-fashioned and “behind” side, particularly on a technological level, compared to local cars.
Audi understands that its name and logo are responsible for both aspects in the public eye, and that over time, this has become more of a liability than an asset. The solution is therefore to “invent” a new brand, with the risk of spending a lot of time installing a new name out of nowhere. Unless…
Audi has just unveiled in China the first concept of its new brand, named… AUDI. The difference? Only capital letters, and above all the total disappearance of the four rings. The car therefore presents itself as a new kind of Audi, with a well-known name, but a new visual identity which effectively expresses a certain modernity.
An electric transmission, state-of-the-art 800V architecture, recharging power allowing you to recover 360 km in ten minutes, and of course screens everywhere. Because unlike Europeans who are fiercely attached to physical controls, the Chinese love completely digital interfaces. Winning bet? The future will tell us.
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