The move is due to "brand image consideration," a source close to Audi claims, and is designed to reflect an "increased reliance on local suppliers and technologies." The cars are being developed with Chinese partner SAIC, which insists that the new vehicles will be "true Audi with authentic Audi DNA."
While it makes sense that Audi is leaning into its EV partnership with SAIC in order to specifically target the Chinese market, it's strange that it would deliberately omit such an iconic logo. Indeed, even the slightest tweaks to the tried-and-tested design have caused controversy in recent years, from the brand's misjudged 'socially distanced' logo to the flattening of the rings, have proven, fans are particularly previous about the Audi logo.
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