There are currently two Audi brands in China. Credit: Chedongxi Understand China EV’s Market Real-time notifications when critical EV data is released All important data in one place 2,000,000+ data points Become a member Audi is set to reorganise its brand operations in China, with a plan that will see SAIC-Audi transition to exclusively managing the four-letter “AUDI” brand – a series of intelligent connected electric vehicles developed specifically for the Chinese market without the traditional four-ring logo. Meanwhile, the iconic “four-ring” brand, covering Audi’s global fuel and electric vehicle lineups, will be fully consolidated under FAW-Audi. Strategic realignment This move marks a significant shift in Audi’s decade-long dual-partner strategy in China. While the core framework of the plan has been established, detailed implementation – including the division of production and sales responsibilities, the transfer of existing user rights and after-sales services for four-ring models from SAIC-Audi to FAW-Audi, and the integration of dealer interests – is still under negotiation. The AUDI brand has launched two models so far: the E5 sportback and E7x SUV. To bolster the AUDI brand, the Audi Innovation Technology Centre (AITC) was established on September 3, 2026. This joint venture, with SAIC holding 49%, Audi AG 41%, and Volkswagen China 10%, is designed to provide the AUDI brand with an independent, end-to-end R&D system, focusing on intelligent cockpits, advanced driver-assistance systems, and AI-defined vehicle technologies. SAIC-Audi’s AUDI brand without the four-ring logo. Market adjustments and challenges As reported by Caijing magazine, in anticipation of this transition, SAIC-Audi has begun aggressive inventory clearance for its four-ring models. Recent promotional efforts have seen significant price cuts, such as the Audi A7L, with a guide price of 418,700 yuan (60,700 USD), being offered at 262,800 yuan (38,100 USD), and the Audi Q6, originally 467,600 yuan (67,800 USD), dropping to 279,800 yuan (40,600 USD). Production data indicates that SAIC Audi has largely ceased production of four-ring models as of July 2026. The restructuring comes as Audi faces mounting pressure in the Chinese market. In the first half of 2026, Audi’s deliveries in China fell by 19% year-on-year, and profits from its China operations dropped by 74% to 73 million euros. Analysts quoted by Caijing suggest that while brand separation addresses internal friction, Audi’s long-term success will depend on its ability to accelerate product iteration and overcome technical lags in electrification and intelligence, rather than just organisational restructuring. Most important news in your inbox. Recaps · scheduled All you need, in one email. Instant alerts · real-time Ping me when an article goes live. 0 of 27 topics selected Bundle into one email per day — instead of one email per article No spam · Unsubscribe with one click · Change settings anytime
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