19/09/2025
What Is the Difference Between an Audi and an AUDI?
It's one of the strangest branding moves we've seen in a while. Audi, one of the most recognized car brands on the planet, has launched a new brand in China called... AUDI, but in all caps.
It sounds like a joke, but it's actually a brilliantly clever and very serious strategy to win in the world's toughest car market.
So, what's the logic? Think of it this way: 'Audi,' with its four rings, has a century of heritage. It's a premium, established, and somewhat conservative brand. 'AUDI,' on the other hand, is a new, all-electric joint venture designed to be a nimble, tech-focused disruptor that can compete with fast-moving local Chinese EV startups.
It allows them to experiment with wild tech and aggressive pricing without diluting the image of the traditional Audi brand, while still leveraging the powerful "German engineering" association that Chinese buyers value so highly.
And their first car, the , is the perfect example. It's a tech-lover's dream, with a colossal 27-inch pillar-to-pillar screen dominating the cabin. The value is staggering: the flagship dual-motor model has a whopping 579 kW and a 647 km range, yet it costs the equivalent of just US$45,000 (ZAR 781,000) in China.
This incredible value has led to massive demand, with over 10,000 orders in 30 minutes. So, while we won't see the all-caps AUDI in South Africa, it's a fascinating lesson in how a legacy brand is reinventing itself to fight and win in the new electric world.