Audi is set to launch a new series of electric vehicles in China, notably omitting its iconic four-ring logo to protect its brand image.

The upcoming vehicles, codenamed 'Purple', will leverage a shared platform and components from local suppliers, including CATL batteries and advanced driving assistance systems from the startup Momenta.

Initially, Audi plans to introduce three models targeting the B and C segments, with the potential to expand the lineup to nine models by 2030.

While details about a new logo for these models remain unclear, Audi's existing EVs in China will continue to feature the traditional four-ring logo.

This branding strategy reflects Audi's aim to adapt to local market dynamics and increasing competition from domestic electric vehicle manufacturers.

In the first half of 2024, Audi sold fewer than 10,000 EVs in China, significantly trailing behind local brands like BYD and Nio.

Both Audi and its parent company Volkswagen are responding to the rapid growth of electric mobility in China by collaborating with local partners to regain market presence.

While Audi has not confirmed the specifics of the new branding, SAIC has assured that the upcoming EVs will embody 'authentic Audi DNA.'

Insider sources indicate that a concept car from the 'Purple' series is expected to be unveiled in November.

The decision to forgo the four-ring logo is primarily driven by brand image considerations as Audi seeks to align with shifting consumer preferences in China.

In addition to its collaboration with SAIC, Volkswagen is also partnering with Xpeng to release two mid-size vehicles by 2026.

This strategic move aims to differentiate the new electric models from existing ones developed in Germany, addressing the competitive landscape in the EV market.