--- title: "Audi Is Ditching the Four-Ring Badge on EVs in China: Report" date: "2024-08-02" modified: "2024-08-02" authors: - name: "Nico DeMattia" job_title: "Contributing Writer" link: "https://www.thedrive.com/authors/nico-demattia" url: "https://www.thedrive.com/news/audi-is-ditching-the-four-ring-badge-on-evs-in-china-report" categories: - "Audi News" - "News" - "News by Brand" tags: - "Audi" - "Electric Vehicle" - "Q4 E-Tron" --- # Audi Is Ditching the Four-Ring Badge on EVs in China: Report ![]() *Audi* Almost any other brand would kill to have a logo with as much recognition as Audi's four rings. Even to non-car people across the world, those four rings represent automotive luxury. However, [Audi]() might be throwing decades of global brand recognition away in China, according to *[Reuters]()*. Two people with direct knowledge of the situation reportedly told *Reuters* that Audi's upcoming Chinese-market electric vehicles will lose their iconic four-ring badges. According to the report, one such person said Audi's decision was due to "brand image consideration." Is Audi losing its brand cache in the Chinese market? That's certainly possible. With China's own EV brands thriving, and European brands still selling a lot of gas-powered vehicles, there could be a market push for domestic electric vehicles. Chinese EV brands like BYD, Zeekr, and Nio have all handily outsold Audi's E-Tron models so far in 2024, per *Reuters*. Established luxury brands from Germany and the U.S. were once all the rage with Chinese buyers but with tastes shifting toward domestic brands, could something like Audi's four rings on the front of a car be a liability rather than an asset? It's entirely possible. ![Audi A6 Sportback e-tron]() **Audi** Audi announced back in May 2024 that it's partnering with China's SAIC to develop its next generation of EVs. "Cooperation starts with three BEV models covering B and C segments to quickly enter into the dynamic and fast-growing electric vehicle market in China," an Audi representative told *The Drive*. But would those new vehicles sport a traditional four-ringed Audi badge or perhaps a new badge, designed to represent the joint effort of Audi and SAIC? Audi wouldn't say. "At present, there are lots of rumors especially in China regarding this project and the products to come to the Chinese market. Please understand, that we cannot comment \[on\] each of them." Completely dropping a logo that's been around for almost a century is a huge deal. Getting rid of so much brand prestige would prove a cultural shift in the Chinese market away from legacy brands and toward new, EV-only brands. Audi will reportedly keep the four rings on its current crop of EVs, including the Q4 E-Tron, Q6 E-Tron, and newly released A6 E-Tron. However, when its next generation of EVs hit the market, we could see an entirely new Audi badge in China. *Got tips? Send 'em to tips@thedrive.com* ## Author Nico is a writer and reviewer from New Jersey who probably thinks he’s a lot funnier than he actually is. His love of cars began when he was just a kid playing Gran Turismo 3, grinding out enough race wins with a Mazda Miata to save up for an in-game RUF 911. That passion for small, lightweight sports cars drove his desire to learn more about the industry, get his hands on as many cars as he could, and bring those experiences to life on the page. He cut his teeth writing about BMWs, Volkswagens, and Audis, mostly, and has owned far too many of each. He’s on his fourth 3 Series sedan, but all of his old, cheap German cars have forced him to learn more about car maintenance than his mechanical capability can handle. Too many late nights have been spent scrambling to get a car running by morning so he could get to work. For some reason, he never seems to learn that old Bimmers probably aren’t the best daily drivers. But he loves more than just old German cars. He’ll gladly drive and discuss anything with four (or even three) wheels. Cars aren’t his only passions, though. Nico is also a big nerd and loves movies, video games, comic books, and cares far too much about the New York Giants. So don’t be surprised if you see football references or dumb, obscure movie quotes in any of his car reviews. ### Author social links [Instagram]() [LinkedIn]()