Audi has officially restructured its operations in China by dividing responsibilities between its two local partners, FAW and SAIC. Under the new strategy, FAW Audi will focus on the traditional four-ring brand, covering both combustion-engine vehicles and new energy vehicles (NEVs). Meanwhile, SAIC Audi will shift its primary focus to the AUDI brand, which uses an all-capital-letter logo.
The company signed separate strategic agreements to clarify brand positioning and sales structures. While the transition is underway, SAIC Audi is permitted to continue selling four-ring models until the end of 2027. After-sales services for both brands will remain operational throughout this period to ensure continuity for existing customers and dealers.
The AUDI brand, created specifically for the Chinese market, is supported by the AUDI Innovation and Technology Center in Shanghai, established on September 3. Partners plan to develop four new models based on the Advanced Digitized Platform 2.0, with the first debut scheduled for 2028. Current models under the AUDI brand include the E5 Sportback and the E7X SUV.
This restructuring coincides with a leadership change at Audi China. On November 1, Jeff Zhang will replace Johannes Roscheck as president. The company aims to reduce overlap between its partners and improve market responsiveness through this dual-brand, dual-partner structure, while continuing to expand its four-ring lineup with FAW, including models like the A6L e-tron and Q6L e-tron.
