Audi was the first premium car manufacturer to enter the Chinese market in 1988 – six years before BMW and 17 years before Mercedes.
It didn’t take long for the trio to realize that Chinese buyers prefer larger cars with more room in the back seats. They responded by lengthening the wheelbase of locally built versions of their global models. Since then, Western brands have launched a number of models exclusively available in the Chinese market – including long-wheelbase SUVs.
However, the recent past has taught us: even this is no longer very attractive in China. Slightly adapted vehicles are no longer enough for Chinese motorists, who are now very patriotic and self-confident. Completely independent models are more desirable. Or, ideally, a completely new Chinese brand. With the support of SAIC, Audi took this radical step last year. The newly founded AUDI brand (with capital letters and without the iconic four rings) sells two models on the Chinese market that cannot be found anywhere else. First, the E5 Sportback, which looks like a van, was introduced, followed by the E7X SUV – and a new sedan has also been announced.
Why is Audi doing this? It’s simple: the group is convinced that the era of the global car is coming to an end. The days when a one-size-fits-all approach worked everywhere are over – manufacturers need to adapt their vehicles more to regional preferences. Or in other words: each market works differently. In an interview with the Australian magazine GoAuto, Chief Technology Officer Rouven Mohr spoke about the fundamental discrepancies between what customers around the world expect: “I think the idea of a global car – a car that suits the whole world – is frankly a thing of the past, because it simply doesn’t work in the US or China anymore. We need a ‘Local-for-Local’ pillar.”
The head of Audi’s sister brand in China also made similar comments. Ralf Brandstätter said last year that while Europeans want “touch controls, long-lasting durability and dynamic driving,” Chinese buyers prefer “vehicles with AI at the forefront, connected vehicles with seamless voice control and a smart cockpit.”
This does not mean that Audi will no longer sell global models on the Chinese market. Some models with the four rings logo will remain in the range – for customers who still want one of the established models and a German character. The technical director, however, predicts that future growth will probably come mainly from the AUDI brand. These models are very different from the vehicles with the iconic logo, which dates back to 1932, when Auto Union was founded.
The new design language is not only characteristic of AUDI's models for the Chinese market. The main Audi brand is also adopting the new design language. It was already visible on the Concept C and Nuvolari sports car study models; the electric A4 is expected to be the first series-production model to use it in 2028. The "Strive for Clarity" philosophy also brings changes to the interior: Audi wants to improve the appearance and reintroduce more physical switches.
