Audi Models Without Four-Ring Badges Reportedly On The Way

The four rings of Audi is one of the most instantly recognisable logos in the automotive world – in fact, even someone with no interest whatsoever in cars could almost certainly place it. According to Reuters, though, some Audis in the not-too-distant future might not carry the iconic symbol at all.

The cars in question are a range of Chinese-market EVs being jointly developed by SAIC, the Chinese car manufacturer that also owns MG. The reports are attributed to “two people with direct knowledge of the plans,” which are said to be due to “brand image considerations.”

The two companies are working together to allow Audi to take advantage of SAIC’s expertise in the Chinese market, where European brands’ sales are beginning to slip in the face of strengthened domestic brands. Audi, for instance, sold fewer than 10,000 EVs in China during the first half of 2024 – around an eighth of the number sold by local brands Nio and Zeekr.

Audi hopes that working with a local manufacturer will allow it to take advantage of the latter’s better knowledge of what the Chinese customer wants, and what they apparently aren’t that interested in is the four-ringed logo.

The badge dates back to 1932, and the formation of Auto Union, Audi’s direct predecessor as a company. That company was formed from the merger of four separate manufacturers, hence the four interlocking rings: Horch, DKW, Wanderer and, confusingly, Audi (an original incarnation of the company).

While the logo may disappear for future EVs specifically for the Chinese market, the cars Audi sells there now will continue to use it. It’s also not likely to be going anywhere whatsoever for the rest of the world, where it remains a logo with brand recognition that plenty of companies could only dream of.