Audi Ends Global Car Strategy, Shifts to Dual-Pillar Approach Focused on China

Audi has announced the end of its "global car strategy" and is shifting to a "dual-pillar strategy" to address the growing regional divergence in global market demands. This new approach comprises two key directions: first, continuing to operate the four-ring brand in Europe with an emphasis on traditional Western luxury characteristics; and second, partnering with China’s SAIC Motor to launch a new brand named AUDI exclusively for the Chinese market, focusing on digital and automated features while de-emphasizing sporty performance. The AUDI brand is scheduled for an official launch in November 2024, with its first mass-production model—the E5 Sportback—set to hit the Chinese market in September 2025 at a starting price of RMB 205,900. Positioned as a midsize all-electric shooting brake coupe, the E5 Sportback will be built on an intelligent digital platform co-developed by SAIC and Audi, featuring the Qualcomm Snapdragon 8295 digital cockpit chip and the proprietary AUDIOS operating system. Both partners also plan to jointly develop four additional new AUDI-branded models based on the next-generation intelligent digital platform, which will be gradually introduced to the Chinese market over the coming years. To accelerate localized product development, Audi has established a dedicated project center, with its development team reporting directly to the Board of Management to streamline approval processes and enhance R&D efficiency. Meanwhile, Audi’s latest financial report shows that first-quarter 2026 revenue stood at €14.178 billion, down 8.1% year-over-year, with net profit reaching €559 million.