Audi Splits Chinese Partners’ Responsibilities Between Four-Ring and AUDI Brands
Audi has revised the responsibilities of its two Chinese partners, China FAW and SAIC Motor, to establish separate priorities for its two brands in China.
Under the new arrangement, FAW Audi will focus on the traditional four-ring brand, covering both new energy vehicles (NEVs) and internal combustion engine vehicles. Meanwhile, SAIC Audi will concentrate on the all-capital-letter AUDI brand and the NEV market.
Audi China announced the agreements on October 26, following reports about the planned restructuring over several months. The company signed separate strategic agreements with both partners to define brand positioning, business priorities and sales channel structures.
The revised structure retains Audi’s dual-brand, dual-partner strategy in China. However, it gives each partner a more distinct role as the company continues competing in the country’s changing automotive market.
The transition will take place gradually. SAIC can continue selling four-ring models until the end of 2027. Audi also confirmed that after-sales services, customer support and dealer operations will continue for both brands during the transition. However, the company has not detailed how sales channels will operate after the deadline.
FAW Audi to Expand Its Four-Ring Line-up
The four-ring brand will continue covering both combustion-powered and electric models. This means FAW will remain active across different powertrain segments rather than focusing exclusively on traditional vehicles.
Audi plans to expand the brand’s model range with China FAW. The upcoming line-up includes the A6L e-tron and Q6L e-tron, alongside the new A5L and A6L. The move keeps the four-ring brand involved in China’s NEV market while maintaining its existing combustion-engine offerings.
The restructuring follows earlier reports about the separation of responsibilities. A local media outlet reported the planned changes in May. Caijing later reported in September that the business separation had largely been finalised, although formal agreements had not yet been signed.
SAIC to Focus on the AUDI Brand
SAIC Audi will focus on developing the separate AUDI brand, which uses an all-capital-letter logo instead of the traditional four rings. The brand was created specifically for the Chinese market.
Its first production model, the E5 Sportback, went on sale in September 2025. The company followed it with the E7X, its first SUV, in May 2026.
Audi and SAIC Motor also established the Audi Innovation & Technology Center (AITC) in Shanghai on September 3. The centre will support product development for the AUDI brand.
The two companies plan to develop four new models using ADP 2.0, or Advanced Digitized Platform 2.0. The first model from this programme is scheduled to debut in 2028.
Leadership Change During the Restructuring
The restructuring comes alongside a change in Audi’s Chinese leadership. The company announced last week that former Chery executive Jeff Zhang would replace Johannes Roscheck as president of Audi China on November 1.
The revised arrangement gives FAW and SAIC different brand and product priorities while maintaining their existing partnership structure. Its implementation will involve a transition period for sales channels, with SAIC continuing to sell four-ring models through the end of 2027.
Audi’s next challenge will be developing both brands under their respective partners while expanding its model range in China’s NEV market.
