Audi formalises separate brand strategies for SAIC and FAW in China 

Key highlights

• Audi splits its China JVs, giving FAW the four rings and SAIC the AUDI brand.
• SAIC Audi can keep selling four-ring models until the end of 2027.
• Audi says the split will speed up decisions and sharpen product focus.

Audi has formalised a new strategy for its Chinese operations, separating the roles of its two local joint ventures as the premium car market shifts towards electric vehicles and smarter in-car technology.

Under the arrangement, SAIC Audi will focus on developing, producing and selling vehicles under the AUDI brand. Unlike traditional Audi models, these cars use the four-letter AUDI name without the familiar four-ring logo.

FAW Audi, meanwhile, will continue to develop and sell vehicles under the traditional four-ring badge, covering both electric cars and models with combustion engines.

The German carmaker has signed strategic agreements with China FAW Group and SAIC Motor to clarify the positioning of the two brands and how their sales and service networks will operate.

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SAIC Audi to phase out four-ring models

The change will not happen overnight. SAIC Audi will continue selling vehicles with the traditional four-ring logo until the end of 2027, giving the existing range time to transition.

Audi has also confirmed that after-sales services will continue for existing four-ring models and vehicles sold under the AUDI brand.

The new arrangement is designed to give each joint venture a clearer focus, helping Audi make decisions faster and develop products that better suit the needs of Chinese buyers.

Why is Audi separating its brands?

China’s car market has changed quickly in recent years, particularly in the electric vehicle segment. Local manufacturers are competing on price, technology, digital features and driver assistance systems, putting pressure on established premium brands to keep up.

Audi’s two-brand approach gives each joint venture a different role. SAIC Audi will concentrate on electric vehicles under the AUDI name, while FAW Audi will continue with the four-ring brand across electric and combustion-engine models.

The idea is to avoid overlapping responsibilities and allow both businesses to respond more directly to what customers want.

For Audi, the move also reflects the importance of adapting its products and branding to the Chinese market rather than relying on the same approach used elsewhere.

Could Audi’s new strategy affect Australia?

For now, Audi’s announcement concerns its Chinese operations, and no corresponding change to its branding strategy in Australia has been confirmed.

The move does, however, raise a question about whether Audi could take a similar approach in other markets as competition in electric vehicles grows. A separate electric vehicle brand could offer one way to distinguish newer, technology-focused models from the company’s traditional range.

That remains speculation, though. Audi has not announced plans to introduce the separate AUDI branding in Australia, so any potential local impact is still unclear.

For Australian buyers, the immediate takeaway is that Audi is changing how it organises its brands in China, rather than announcing a change to the vehicles sold locally.