Audi has unveiled its new E Concept which will kickstart the firm’s new Chinese-only sub-brand called ‘AUDI’. The German car manufacturer has partnered with Chinese manufacturer SAIC Motor to produce bespoke models in China.

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".

AUDI, the child brand, is a joint venture between Audi and domestic powerhouse SAIC, led by Fermín Soneira, formerly Audi’s Head of Product Line for Electric Models. The concept shown today previews three future production models expected to roll out starting in mid-2025.

Audi launches new EV sub-brand in China and switches from the four-ring logo to the 'AUDI' lettering written in capital letters

The joint venture between Audi and SAIC will launch in 2025, and the new E Concept reveals its styling direction

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.

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

Audi has introduced a new EV sub-brand dedicated to the Chinese market. Called “AUDI”, this new brand is part of an extended joint venture set up with partner Shanghai Automotive Industry Corporation (SAIC),