The German premium brand is ditching its traditional logo for future electric cars

German high-end car brand Audi Audi is considering a move that is almost unheard of. It plans to remove one of the automotive world’s most recognizable four-ring logos from the front of its electric cars made in China. Reuters  Tell.

The veil of secrecy will be lifted in November at the latest, when Audi unveils its logo plans and begins the narrative around the creation of the new brand.

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The brand’s new car range is codenamed “Purple”. Reuters, which reported the matter, was not clear whether there were plans to use a new logo or whether the Audi lettering attached to the bow would be used.

The goal is to launch a total of nine new cars by 2030, Reuters reported, citing sources.

Deepening cooperation

The background for the logo consideration is the deepening of commercial and technological cooperation with local partners. Audi’s future purple models will, among other things, be based on the same architecture as SAIC vehicles.

Battery packs for new electric car range supplied by Chinese battery giant CATL and Momenta, a local driver assistance system startup.

Audi declined to comment on the Reuters report. SAIC said the new model family carries “real Audi DNA”.

Audi’s parent company Volkswagen and SAIC have a long history of cooperation. The two partners announced in May that they would jointly develop the next generation of electric vehicle architecture.

Sales figures are falling

In recent years, traditional European automakers have lost ground in the highly competitive Chinese market to local electric vehicle makers.

In order to maintain their position in the world’s largest auto market, traditional auto giants that rely on internal combustion engine models have to hold the spoon in their beautiful hands and seek cooperation with Chinese electric vehicle companies.

Audi’s sales figures in China fell in the first half of the year. The company sold just over 10,000 new electric vehicles between January and June.

The Audi logo was formed by the merger of four German car manufacturers in 1932. The connected rings in the logo symbolize a far-reaching decision made by the car manufacturer.