After months of rumous, Audi has unveiled a new EV range in China, sporting, instead of the rings (arguably one of the best logos ), a simply 'AUDI' wordmark. The first concept car to sport the new branding is the 'AUDI E concept', a "fully electric Sportback" whose design is "both minimalist and calm".

Audi is making a big change to its branding for the Chinese market with a new logo that lacks the automaker’s famous four-ring emblem. Today in Shanghai, the company showed off the new “AUDI” logo — yes, it’s just Audi in all caps — on the front of a new E concept electric Sportback that notably lacks its broadly used “E-Tron” branding.

Audi has launched a new electric vehicle (EV) sub-brand in China as part of an expanded joint venture with long-time partner SAIC Motor. Simply called AUDI – without the four rings logo but spelled in

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.

The new concept took a bow at a private event in Shanghai and previews the company's latest branding direction.

The cooperation will further expand the Audi portfolio of battery electric vehicles (BEV) in China and accelerate the company’s transformation in the world’s largest market.” AUDI plans to launch three production EVs for China based on this concept,