Audi is making a big change to its branding for the Chinese market with a new logo that lacks the automaker’s famous four-ring emblem. Today in Shanghai, the company showed off the new “AUDI” logo — yes, it’s just Audi in all caps — on the front of a new E concept electric Sportback that notably lacks its broadly used “E-Tron” branding.

After months of rumous, Audi has unveiled a new EV range in China, sporting, instead of the rings (arguably one of the best logos ), a simply 'AUDI' wordmark. The first concept car to sport the new branding is the 'AUDI E concept', a "fully electric Sportback" whose design is "both minimalist and calm".

The new concept took a bow at a private event in Shanghai and previews the company's latest branding direction.

Audi has launched a new electric vehicle (EV) sub-brand in China as part of an expanded joint venture with long-time partner SAIC Motor. Simply called AUDI – without the four rings logo but spelled in

To mark the launch of the AUDI brand and provide a taste of what's to come, Audi on Thursday rolled out the E concept, a svelte wagon based on a platform developed in partnership with Chinese auto giant SAIC.

Audi on Thursday unveiled a new electric vehicle brand in China whose cars will sport just the name AUDI and not its signature four-ring logo, a move aimed at attracting younger customers in the world's largest auto market.