Audi has unveiled the new China-specific brand AUDI, a redesign meant to reboot the company's presence in the country with a new tech-oriented identity. The new logo lacks the historical rings and employs a new futuristic and minimal all-caps font instead.

The rebranding was unveiled alongside the new AUDI E concept, which, notably, has been developed through a partnership with state-owned SAIC Motors. This could suggest that Audi's rebrand might be both an attempt to counter the growing competition from local Chinese brands and a way to avoid Beijing's retaliations against German car brands after the EU imposed import tariffs on Chinese cars.

The new AUDI E concept showcases the new brand's vision for luxury electric mobility. It combines a twin motor delivering 570 kW with premium technology and a futuristic UI. The Sportback design features 800-volt architecture enabling rapid charging while offering 430 miles of range and 3.6-second acceleration to 60 mph. The interior merges Chinese-inspired aesthetics with advanced features, including a 4K dashboard display and an AI assistant. Production of the first AUDI E models is scheduled for 2025.