"To this end, the company is launching its first new brand alongside the Audi E concept: AUDI—without the four rings logo but spelled in four capital letters—signals both the connection to and differentiation from the sister brand," the automaker explains.

Audi on Thursday unveiled a new electric vehicle brand in China whose cars will sport just the name AUDI and not its signature four-ring logo, a move aimed at attracting younger customers in the world's largest auto market.

AUDI, the child brand, is a joint venture between Audi and domestic powerhouse SAIC, led by Fermín Soneira, formerly Audi’s Head of Product Line for Electric Models. The concept shown today previews three future production models expected to roll out starting in mid-2025.