In a significant development for the automotive market in China, SAIC Audi has addressed concerns regarding its existing models bearing the traditional four-ring Audi logo. Contrary to speculation, sources close to the company indicate that production of these models has not ceased, and importantly, SAIC Audi has pledged lifelong after-sales support for all sold vehicles.
Dual Branding Strategy Clarified
The clarification comes in the wake of Audi China’s recent announcement on October 26th, where it confirmed the signing of strategic agreements with its partners. These agreements formally delineate the distinct roles and strategic focuses of the traditional four-ring Audi brand and the newer AUDI (letter mark) brand.
Under this new framework:
- FAW Audi will continue to strengthen its diverse luxury product portfolio, encompassing both advanced new energy vehicles and next-generation intelligent fuel-powered models. This includes vehicles like the Audi A6L e-tron, Q6L e-tron, and the all-new Audi A5L and A6L.
- SAIC Audi will focus on furthering the development of the AUDI (letter mark) brand, aiming to lead the luxury intelligent connected new energy vehicle market in China. This initiative includes models like the Audi E5 Sportback and the recently launched E7X SUV, supported by the new Audi Innovation Center in Shanghai.
SAIC Audi’s Current Offerings and Future Plans
Despite the strategic shift, SAIC Audi’s current lineup of four-ring branded, fuel-powered vehicles – namely the Q6, A7L, and A5L Sportback – are still available for purchase and have not been discontinued. However, future products under the four-ring brand will no longer be sold by SAIC Audi.
The company has emphasized its commitment to its customers, stating that all sold four-ring models will receive lifelong after-sales service and support from SAIC Audi. Consumers will also have the option to utilize FAW Audi’s service network for their vehicles.
After-Sales Integration Under Discussion
Discussions are ongoing regarding the seamless integration of after-sales services between SAIC Audi and FAW Audi. A key aspect of these talks involves the potential transfer of sales for models like the A5L Sportback to FAW Audi, although a definitive timeline for this transition has not yet been established.
Detailed negotiations are underway to determine which models will be integrated into FAW Audi’s production and sales channels. Furthermore, the technical aspects of integrating after-sales support are being addressed. For instance, unique spare parts and customer information for specific models, such as the A5L Sportback, need to be meticulously transferred and synchronized with FAW Audi’s systems.
Continued Operations and Customer Assurance
Audi China has assured that all customer services, after-sales support, and dealership operations will continue to run smoothly and in an orderly fashion. SAIC Audi is permitted to sell four-ring branded products until the end of 2027. The after-sales service for both SAIC Audi’s four-ring brand products and the new AUDI (letter mark) brand products will maintain stable operations.
This strategic realignment aims to create clearer market positioning for Audi’s distinct brand identities in China, ensuring continued growth and customer satisfaction across both the established four-ring legacy and the forward-looking AUDI (letter mark) brand.
