Audi's new branding, 'AUDI' without the rings, aims to cater to tech-savvy, younger Chinese customers, signifying a strategic shift in their marketing approach.
The new brand launched alongside the AUDI E concept reflects both a connection to Audi's heritage and a differentiation from its sister brand, targeting innovative consumer expectations.
Audi CEO Gernot Döllner emphasized that Chinese premium customers, who are younger and more technologically inclined, have unique expectations for connectivity and automated driving.
Audi's move to replace its iconic rings with a wordmark signals a significant strategy aimed at appealing specifically to the evolving preferences of the Chinese market.
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