Gasgoo Munich- Audi announced on October 26 that it has signed separate strategic agreements with FAW Group and SAIC Motor to clarify the positioning, priorities and sales-channel structure of its Four Rings and AUDI lettermark brands under an expanded two-brand, two-partner strategy in China.
Image source: Audi
Key Takeaways
·FAW Group will develop the Four Rings brand across intelligent luxury new-energy and combustion-engine vehicles, while SAIC Audi will focus on the AUDI lettermark brand and new-energy vehicles.
·Audi and FAW Group plan a product portfolio spanning new-energy and next-generation intelligent combustion-engine vehicles, including the Audi A6L e-tron, Q6L e-tron, new A5L and A6L.
·Audi and SAIC Motor will continue developing the AUDI lettermark brand. Following the E5 Sportback's launch in 2025, its first SUV, the E7X, went on sale in May, according to the companies.
·SAIC Audi may continue selling Four Rings products through the end of 2027, while aftersales support for both Four Rings and AUDI lettermark vehicles will continue.
Partnership structure
Audi said the structure is intended to give its two brands more distinct positioning, product portfolios and customer experiences as demand in China's luxury-vehicle market evolves.
The agreements are also designed to clarify each brand's target customers and accelerate decision-making between Audi and its local partners.
Audi China President Dr. Johannes Roscheck said the more clearly differentiated brand positioning would support the automaker's long-term development in China.
Product and technology plans
Audi said its forthcoming Four Rings portfolio will combine the brand's performance and design approach with technologies developed for China, covering customers choosing different powertrain types.
Audi and SAIC Motor will also expand cooperation across the full development chain for future AUDI lettermark models following the completion of a dedicated Audi innovation and technology center in Shanghai.
Background
FAW Group General Manager Liu Yigong said FAW-Audi has operated in China for 38 years and has served more than 10 million customers. He said the partnership will continue developing combustion-engine, electric and hybrid vehicles.
As the new agreements are implemented, Audi said customer services, aftersales support and dealer operations will continue without disruption.
