No, that’s not a problem with the caps-lock on the keyboard…

By Gary S. Vasilash

Like many Western brands, Audi is having a bit of a struggle in China, a market it has been in since 1988.

After all, not only are native Chinese brands offering an array of compelling vehicles at all price points, including the upper end where Audi resides, but there is probably something of a bit of nationalism, as Chinese consumers are turning toward Chinese brands.

Consequently Audi is making a shift in its strategy in China and has developed the “Advanced Digitized Platform” with Chinese company SAIC.

According to Audi CEO Gernot Döllner: “The joint platform will be the basis for a new generation of state-of-the-art intelligent connected vehicles exclusive to China. The upcoming models are aimed at a promising and simultaneously demanding new customer segment. The cooperation will further expand the Audi portfolio of battery electric vehicles in China and accelerate the company’s transformation in the world’s largest market.”

The platform will be used to develop three models that fall within the midsize and full-size segments, with the first model becoming available next year.

Audi says the collaboration with SAIC allows a >30% decrease in the time required to get a model in market.

In addition to which, Audi has created a new brand for the China market:

AUDI

That’s right: an all-cap version of the existing name.

Also, the famous four-right logo is jettisoned.

Döllner:

“By launching this new brand for electric and intelligent models in China, Audi is breaking new ground to tap into new and more tech-savvy customer segments.”

Seems like Audi in China becoming AUDI is China is the sort of change that a company that is afraid of making a major change would do.

Too little too late?