Audi China has formalized a dual-brand strategy with its local partners, FAW and SAIC, to differentiate its market positioning. The company aims to clarify its channel structure while accelerating decision-making processes to better serve the evolving Chinese luxury vehicle market.
FAW-Audi will focus on strengthening the traditional four-ring brand. Its product portfolio will include both intelligent new energy vehicles and next-generation combustion engine models, such as the A6L e-tron, Q6L e-tron, A5L, and A6L.
SAIC-Audi will concentrate on the new AUDI brand, which uses letter-based branding. This division is dedicated to the new energy sector, developing intelligent connected vehicles for Chinese consumers. The lineup includes the E5 Sportback and the E7X SUV, which launched in May.
To support this shift, an Audi innovation center for the AUDI brand has opened in Shanghai. SAIC-Audi will continue to sell four-ring branded products until the end of 2027, ensuring that after-sales services and dealer operations remain stable for both brands.
