Goodbye to all that. Last month, at the Shanghai Auto Show, Audi announced a new brand sans four rings.
E, is a tech-forward EV with a minimalist, luxe interior, touches that appeal especially to younger Chinese car buyers. Rahul Ahuja, the head of brand and marketing at Audi China, describes it as a departure. “It’s an outgoing character,” he says. “A youthful side, a more playful side.
” is easy to pronounce to Chinese speakers. The change also signals that Audi is willing to follow other top brands sold in China—BYD, Tesla, Changan, Aion—that also use their names as more straightforward logos, says Remi Blanchard, client services director at Daxue Consulting, which helps foreign companies adapt their marketing to Chinese audiences. “It’s a ‘safe bet’ following the entire industry codes in terms of visual identity,” he says.
Assistant, an AI “avatar” that lives in the center of the