Audi reorganizes China operations to split brand identities

Audi is implementing a major structural reorganization of its operations in China to resolve internal competition between its two joint venture partners. Under the new strategic plan, the company will divide its brand identity and product offerings between SAIC Motor and FAW Group.

FAW-Audi will consolidate the global portfolio of internal combustion engine vehicles and electric vehicles that feature the traditional four-ring emblem. Meanwhile, the SAIC-Audi joint venture will transition to exclusively managing the “AUDI” marque. This specific sub-brand is a digital-first, electric-only nameplate designed for the Chinese market that intentionally omits the iconic four-ring logo.

To support this transition, the Audi Innovation Technology Centre (AITC) was established as a research and software development hub. The AITC is co-owned by SAIC Motor (49%), Audi AG (41%), and Volkswagen Group China (10%), focusing on autonomous driving, AI-defined vehicles, and intelligent digital cockpits. Ongoing negotiations are addressing the division of production, sales responsibilities, and the transition of aftersales servicing rights.