China isn't buying the ringless Audi sub-brand
A joint venture between Audi and SAIC Motor launched a sub-brand called AUDI in China two years ago, featuring vehicles based on SAIC technology with unique designs. The ringless vehicles have failed to gain traction in the Chinese market.
The AUDI brand, a collaboration between the German luxury automaker Audi and Chinese state-owned SAIC Motor, has struggled to gain consumer interest in China despite its two-year presence in the market. The vehicles, which feature designs distinct from traditional Audi models and are based on SAIC's technology platform, lack the iconic Audi rings on their branding. The sub-brand was created to appeal to Chinese consumers with locally-developed technology and design, but sales performance indicates the market has not embraced the offering as anticipated.