CONNECT WITH US
EV & Mobility

EV & Mobility

Audi adopts “two brands, two partners” strategy in China

Electrive logo

Published on

Add as a preferred source on Google
Audi adopts “two brands, two partners” strategy in China

Audi is restructuring its joint ventures in China and will in future pursue a "two brands, two partners" approach. The joint venture with SAIC will focus exclusively on local sub-brand 'AUDI' (without rings), while the business with the four-ring vehicles will be consolidated in the joint venture with FAW.

We first reported on this potential move at the beginning of September. Now, Audi’s new China strategy is official. On the Chinese social media platform WeChat, the company has announced that it has signed new agreements with its long-standing Chinese partners, FAW and SAIC Motor. These agreements aim to differentiate the positioning of the two brands – Audi (with the four rings) and AUDI (without rings) – adapt their strategies, and realign their distribution accordingly.

The new approach is based on the motto “two brands, two partners”: while the joint venture with FAW, established in 1988, will focus on the classic brand with the four Audi rings, the joint venture with SAIC, founded in 2021, will concentrate entirely on the new AUDI brand (in uppercase but without rings), which was introduced in 2025. This is intended to enable both brands to address the Chinese market in the future with greater speed and precision.

The AUDI brand, together with SAIC, has already introduced two models – the electric estate E5 Sportback and the electric SUV E7X – and will continue to offer electric vehicles or ‘New Energy Vehicles’ (NEVs). With the official opening of the AUDI Innovation Tech Center (AITC) in Shanghai , which is exclusively dedicated to the AUDI brand, both parties aim to further deepen strategic synergies and collaboration across the entire value chain of future vehicles.


Source link
Related Topics:EV & Mobility

Disclaimer

We strive to uphold the highest ethical standards in all of our reporting and coverage. We TheMorningPulse.fyi want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It's possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.