Audi is restructuring its operations in China by adopting a two-brand and two-partner strategy. The company has signed new agreements with its long-standing partners, FAW and SAIC Motor, to differentiate its market positioning.
The joint venture with FAW, established in 1988, will focus on the classic Audi brand featuring the four-ring logo. This entity will continue to produce premium internal combustion engine vehicles and New Energy Vehicles, including long-wheelbase models based on the PPE platform like the A6L e-tron and Q6L e-tron.
The joint venture with SAIC, founded in 2021, will concentrate exclusively on the new AUDI sub-brand, which was introduced in 2025 and uses a logo without rings. This brand will focus on electric vehicles, such as the E5 Sportback and E7X, supported by the newly opened AUDI Innovation Tech Center in Shanghai.
SAIC-Audi will continue to handle the distribution of four-ring models until the end of 2027 and will provide aftersales services beyond that date. The company will no longer be responsible for the production of internal combustion engine models like the A5L Sportback, A7L, or Q6.
Leadership changes are also underway at Audi China. Johannes Roscheck will step down as President in November, with former Chery manager Jeff Zhang set to take over the position.
