Audi: Selling The Same Car Everywhere No Longer Works

Audi believes that the era of the global car has come to an end, and that regional differences have killed the one-size-fits-all formula. The company has set up a separate car brand, AUDI, specifically for the Chinese market, which sells two models that are not available anywhere else. The brand’s chief technical officer, Rouven Mohr, stated that there are fundamental incompatibilities between what buyers want around the world, and that a local-for-local approach is necessary. Audi will continue to sell its global cars in China, but the company believes that future growth will come from the AUDI brand. The core Audi brand is also embracing a new design language, which will be seen on the electric A4 in 2028. The company’s decision to create a separate brand for China is a response to the changing market, where domestic brands have become a force to be reckoned with and legacy brands are struggling to compete.