Audi Drops Four Rings Logo in China, Internet Says “Bad Move”

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Audi’s rebranding move in China, ditching its four-ring logo for a younger audience in the world’s largest EV market, has sparked outrage.

Key takeaways:

• Audi removes its iconic logo for China, featuring just “AUDI” in all caps on its new EV.
• Social media users criticized the move as “confusing” and “lame.”
• Part of a partnership with Chinese automaker SAIC to reclaim EV market share.
• Aimed at younger buyers in China, where premium car audiences are 20 years younger than global averages.

Iconic logo dropped

Audi shocked fans by unveiling a new EV without its legendary four rings in Shanghai. Instead, the car’s grille displayed “AUDI” in all caps, triggering a backlash on social media. Critics labeled it a “bad move” and called the rebranding “lame.”

Why the change?

The rebranding aligns with Audi’s collaboration with Chinese automaker SAIC to create EVs tailored to China’s younger, tech-savvy market. 

Fermin Soneira, the project’s CEO, noted, “Customers here are much younger, 30–35 on average, compared to 55 globally in the premium segment.”

Social media reactions

Users expressed confusion:

• “Very confusing branding choice,” said one.
• “The Chinesification of foreign premium brands continues,” another criticized.

Facing challenges in china

Audi sold under 15,000 EVs in China in the first nine months of 2024, dwarfed by rivals like Nio and Xpeng. The rebranding and reliance on local suppliers and technology aim to counter this slump.

While Audi’s bold move may appeal to younger Chinese buyers, its iconic logo’s absence has alienated loyalists and sparked debates worldwide. 

Will this gamble pay off? Only time will tell!

Audi isn’t the first time a luxury carmaker’s rebranding gamble has backfired. Jaguar recently faced a similar storm of criticism after revamping its iconic logo. Curious about the uproar? Dive into the full story of how Jaquar’s bold logo didn’t please anyone.

Source: NDTV

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