#### Gave Up Pride Over Mercedes-Benz and BMW and Changed Logo as a Gambit

Innovation Strategy Tailored to the Chinese Market

Recently, German premium car manufacturers are reorganizing their strategies in line with the rapid growth of the Chinese electric vehicle market. In particular, Audi has partnered with SAIC Motor to introduce a dedicated brand ‘AUDI’ for Chinese consumers. Unlike models that featured both conventional internal combustion engine vehicles and electric vehicles, the AUDI to be launched this time is designed exclusively for 100% electric vehicles. This move demonstrates that technological innovation and a paradigm shift in the automotive industry are accelerating across the economy.

Differentiated Design and Performance of the AUDI Brand

The most notable change is the new front design with ‘AUDI’ lettering instead of the symbolic four-ring emblem. This is part of a localization strategy that reflects the tastes of Chinese consumers and brand identity. The first mass-production model will be unveiled at the Shanghai Motor Show, and it boasts innovative technology, such as maximizing interior space based on an electric vehicle-only platform.

In addition, the application of advanced technologies such as a 100kWh battery, a range of 700km based on CLTC standards, and an 800V high-speed charging system are points that further strengthen competitiveness in the electric vehicle market. The fact that it can travel 370km with just 10 minutes of charging is attracting keen attention not only in the automotive industry but also in the economy as a whole.

Clear Separation of Internal Combustion Engines and Electric Vehicles

While existing Audi models included both internal combustion engine vehicles and electric vehicles, the new AUDI will be operated as a 100% electric vehicle brand. This can be seen as a bold gamble to overcome the difficulties that competing German brands such as Mercedes-Benz and BMW are experiencing in the electric vehicle market. In the future, SUV and Sportback models will be added, and plans are in place to improve market share in the economic and automotive markets within the next two years through a diverse range of vehicles.

Reversal and Economic Strategy in the Chinese Market

Audi’s strategy is a strategic choice aimed at improving technology and performance, and reversing the market, beyond simple design changes. As Audi’s sales decline in China in 2024 shows, it is difficult to maintain competitiveness with existing strategies in a situation where Chinese electric vehicle brands are growing rapidly.

The fact that the development period was shortened by 30% through collaboration with local manufacturer SAIC, and the adoption of advanced digital interfaces, are key points of attention in the economic and technology fields. At this point when Mercedes-Benz and BMW are also trying to change, there is growing interest in how much Audi’s gamble will resonate in the Chinese market.

As such, German premium car manufacturers are reorganizing their technology and innovation strategies to suit the changing economic environment and the market flow centered on electric vehicles. It remains to be seen how their future moves will affect the automotive industry and the economy as a whole.

*Source URL:
https://econmingle.com/car/audi-e-concept-production-model/