Audi to Launch New Electric Car Series Developed for the Chinese Market
Audi, the premium carmaker under Volkswagen, is set to launch a new series of electric vehicles (EVs) specifically designed for the Chinese market. However, these new EVs will not feature Audi’s traditional four-ring logo. According to sources familiar with the plans, this decision is made based on “brand image consideration” and reflects the collaboration between Audi and its Chinese partner SAIC, as well as the increased reliance on local suppliers and technologies.
The new series, internally known as “Purple,” is expected to be introduced in November, along with a concept car that will showcase the series’ “brand story.” The sources also revealed that Audi has plans to release nine models under this series by 2030. While the specific logo design for the vehicles remains unknown, it is speculated that they may still carry the name “Audi.”
Chinese automakers have been gaining significant market share in China, the world’s largest automotive market, with their technologically advanced EVs. This trend has resulted in declining sales for foreign automakers, which are often more reliant on traditional gasoline-engine models. To adapt to the changing market dynamics, foreign automakers like Audi are forming partnerships with Chinese companies to develop EV platforms specifically tailored for the Chinese market.
Collaborating with SAIC, a long-time partner of Volkswagen, Audi aims to leverage Chinese expertise in EV technology. This collaboration will enable Audi to gain insights into the latest features and preferences of Chinese consumers, while still targeting a vast customer base. It is expected that Audi and Volkswagen will conduct further research and modifications before adapting these models for other markets worldwide.
In the first half of 2024, Audi sold less than 10,000 EVs in China, significantly fewer than Chinese premium EV brands Nio and Zeekr, which each sold eight times more. By developing EVs specifically for China, Audi aims to bridge this sales gap and meet the growing demand for EVs in the country.
The new Audi EV series will incorporate a battery from Chinese firm CATL and an advanced driving assistance system (ADAS) developed by Chinese tech startup Momenta. Additionally, the electrical architecture of SAIC’s EV brand IM Motors will be utilized in the “Purple” series. This further highlights the collaboration between Audi and its Chinese partners in the development of these new electric vehicles.
Volkswagen, Audi’s parent company, is also tapping into Chinese EV expertise. The company recently reached a deal with Xpeng, a Chinese automaker, to utilize architecture co-developed with Xpeng for all locally produced VW-branded EVs. This strategic move allows Volkswagen to benefit from the expertise of Chinese EV manufacturers and strengthen its position in the Chinese market.
It’s worth noting that the existing Audi EVs sold in China, such as the Q4 e-tron and Q5 e-tron SUV, will continue to feature the traditional four-ring logo. These models are produced in partnership with Chinese joint venture partners FAW and SAIC. The upcoming Q6 e-tron, which will be launched later this year, will also retain the four-ring logo and will be Audi’s first car to utilize Volkswagen’s advanced premium platform electric (PPE) architecture, featuring an ADAS supplied by Huawei.
By developing a dedicated EV series for the Chinese market and collaborating with Chinese partners, Audi aims to solidify its presence in the rapidly growing EV market in China. These strategic moves not only allow Audi to adapt its offerings to Chinese preferences but also position the brand as a key player in the global transition toward electric mobility.