His logo is now a simple Audi in capital letters
In the Shanghai Motor Show, Audi presented a car, but also A strategy that already anticipated in November: A new brand. And, between lines, An admission. What was seen there was no other variant of a Q something or a one, was the Audi (which did not ‘Audi’) E5 Sportback: a 100% electric, 100% new model, and above all, 100% Chinese. It is the first car of a new brand without hoops, without claim of universality, without reverence for Ingolstadt. Only letters: Audi, all in capital letters. Only China. The first thing one perceives is rupture. Metaphorical, and Physics: the stand From the brand at the fair it was split in two, with its different logos. He is no longer audi adapting to China. Is Audi delegating your identity to survive in the market which holds a good part of its global results account. China represents 40% of Audi sales in the world. What happens there is not an external market. It is the heart. And the heart demands surgery. A new brand for an old imperative: please China The Audi E5 Sportback is The first model developed with SAIC Under the ADP (Advanced Digitized Platform) platform. This architecture also formalizes An uncomfortable idea for Europe: That the future of the car is not designed only in Germany, but in tandem with what Pekín asks. The car has up to 770 kilometers of autonomy. Ultra -grape load (370 kilometers in 10 minutes). Four versions, up to 579 kW of power. And a design that reinterprets the Audi aesthetic codes – the headlights, the grill Singleframethe muscular proportions – from a Chinese sensitivity, more fluid, more expressive, more digital. Martin Kraus, from Audi, presenting the E5 Sportback. Image: Xataka. Without hoops and capital letters. Image: Xataka. Image: Xataka. But the most powerful is not on the characteristics sheet. It is in the gesture. Audi has erased the hoops. He has renounced his foundational iconography. And with this, he has sent a message: in China it is not enough to be a European premium. You have to seem local. More than design The E5 interface, by the way, is a show. One that will have detractors, but a show after all. 27 -inch 4K screen from side to side (and you have to add the Digital Retisers). Digital assistant with an emotional face. Gesture control, natural commands, facial recognition. An air of science fiction … that somehow fits like a glove in the idiosyncrasy of modern China. Image: Audi. It is no accident. The Audi E5 does not compete against BMW and Mercedes. That is Audi thing. The Audi competes against Child, ZeekrLi car … and To measure themselves with them, you have to speak your language: fluid technology, integrated services, emotional design. “Vorsprung Durch Technik” has been rewritten as a sensory, sensory, sensory experience. Audi has understood – later that soon, perhaps – that if in Europe the car is not only a vehicle, but an extension of identity and a status symbol, in China, the car is not just a vehicle: it is a platform of digital services, an aesthetic statement, a relational object. And there walks with the E5. Do like us on this trip and Stay connected whatever your destination. Always navigate at high speed and With unlimited data with the ESIM from Holafly and forget about unpleasant surprises on the bill. Easy to install, keeping your physical Sim card to receive calls and No positions of Roaming. And with a 5 % discount! Council offered by the brand An experiment and a question This new brand, without hoops, It is also a laboratory. Here things are rehearsed that could later reach the rest of the world. Or not. But that ambiguity is part of the experiment. What if this new Audi was the first step towards a multiple brand structure, with identities adapted by region? What if China ceases to be “one more market” to become the epicenter that emits the signals that the rest of the world listens to? At the moment, Audi has already presented some models adapted to the Chinese market in Shanghai. All with extended battle. All thought for that local taste for the rear space, for comfort, but also because of the gesture. A5L, Q5L, A6L e-tron … and this E5 Sportback, the first 100% located. They are not local versions, but An aesthetic and commercial surrender to Chinese pragmatism. It is the market, friend. A local journalist highlighting the brand change for his national market. Image: Xataka. The big question here is not whether the Audi E5 will succeed in China or not. That is not very relevant. The important thing is what makes the brand long term. To what extent can Audi divide your identity – with rings in Europe, without them in China – without eroding their coherence? Can the same brand play two languages without getting lost in the attempt? Between purity and flexibility, Audi has clearly opted for the second. For segmenting before homogenizing. And for the radical adaptation rather than to defend their symbols. Some will see it as a betrayal of a brand with more than a century of history. Others will see it as the only way to remain relevant. Choose your own adventure. China is not destination, it is origin In Shanghai it was clear: for Audi, China is no longer the market of the future. It is the present that commands. Is the present that defines. And the E5 Sportback, with its name without history, its design without rings and its software born of cooperation, is a clear sign of where the balance of automobile power is inclined. Audi is not alone in this turn and surely in the coming years we will see others to make movements that will leave this in simple anecdote. But it has been the first to do so with such transparency. It is no longer about adapting global models to China. It’s about conceiving brands … Read more