AUDI, in capitals, is the German company's new brand in China

The Chinese market has for decades been a great treat that every car manufacturer wants to savour and, if possible, enjoy to the full. So the major European brands have moved into this Asian country and have positioned themselves alongside other local manufacturers to secure a share of this cake. Audi was the first major brand to reach China, in 1988, and now it wants to take one step further.

Although there are Audi models scheduled to be launched in China, a new brand is also being prepared. The name of this brand is no surprise, but the way it is written is. It is AUDI, in capitals, which will be a separate brand from the parent Audi and will be available only in China. At least, to begin with.

The new AUDI brand will be presented at the Shanghai Auto Show, which will be held in April. To launch it, the German manufacturer has teamed up with the SAIC Group, one of the most powerful automotive multinationals in the Asian country. Together, they intend to occupy an important place in the market, combining the knowledge of Chinese buyers that SAIC has with the prestige of Audi.

The first model to be presented at this event will be fully electric. Its name has not been revealed, and the only thing known about it is that it is based on the AUDI CONCEPT E concept, which was presented last year. What we know is that this new model will not have the emblematic rings of Audi, but will instead be replaced by the AUDI badge, just like that, on the front of the vehicle.

Aesthetically, this model will have little in common with the current Audi models and will be quite different. It is expected to be fairly large, somewhat bigger than the Audi A5 Avant. It will possibly be built on the SAIC Group’s Advanced Digitalised Platform.