【Text by Observers Network, Pan Yuchen; Editor by Gao Xin】November 5th — During the 8th China International Import Expo, Audi made its debut with the dual brand lineup of "Audi" and "Audi" under the core theme of "Vorsprung in China, with China." The company showcased three models: the Audi 100 Coupé S, the Audi A6L e-tron, and the Audi E5 Sportback. These models demonstrated the implementation of the dual-brand strategy, the collaborative achievements with local partners, and the next-generation product matrix.

August China International Import Expo Audi Booth Audi

According to Audi's global CEO Gernot Döllner, the three models on display embody three core keywords of Audi:

The Audi 100 Coupé S represents the brand's heritage. This classic coupé, launched in 1969, was the first major work after the revival of the Audi brand, embodying the brand's spirit of "Advancing Technology, Inspiring the Future."

Audi 100 Coupé S Audi

The Audi A6L e-tron represents technological evolution. Based on the traditional fuel-powered A6L, it integrates top Chinese technologies including the advanced driving assistance system developed in collaboration with Huawei, marking the first time that the iconic model series of Audi in China has entered the pure electric era.

Audi A6L e-tron Audi

The Audi E5 Sportback represents innovation breakthroughs. As the first mass-produced model of the "AUDI" brand, it proves that Audi has the ability to continuously innovate and reinvent itself, and demonstrates Audi's determination to implement the dual-brand strategy in the intelligent connected car era in China.

Audi E5 Sportback Audi

Gernot Döllner further stated that the "long march" of the dual-brand strategy has just begun. The four-ring brand has launched several new models this year, and more plans will be implemented in the coming years; the AUDI brand will gradually release all planned models within the next one and a half years. By 2027, Audi will launch up to 14 new models into the Chinese market, updating its product line at an unprecedented speed to respond to the needs of Chinese consumers.

Regarding Audi's current performance in the Chinese market, Gernot Döllner told Observer Network that China is the most important strategic market for Audi globally, occupying a central position in the global layout. Therefore, Audi has always attached great importance to cooperation with local Chinese partners.

"We are very pleased to see that the local Chinese partners have always stood together with Audi," said Döllner. Whether it is helping Audi continuously drive product transformation and innovation development or increasing market share, partners have always been supporting the implementation of Audi's global strategy in China and empowering Audi's sales and profitability. Therefore, in the future, Audi will undoubtedly further focus its investment on China.

He said that Audi has established solid and comprehensive cooperative relationships with outstanding Chinese local partners such as Huawei, CATL, and Momenta, jointly creating solutions that meet the needs of the Chinese market. Overall, Audi's strategy is gradual, pushing forward localized innovation step by step to drive the brand forward.

Audi Global CEO Gernot Döllner Audi

"China's development speed is the fastest in the world, so Audi has always been learning from and progressing with the Chinese supply chain partners who are in a core position in the global supply chain. We hope that the experience and technical advantages gained from the Chinese market can be fed back into the development of Audi's global business. This spirit of innovation will drive Audi to better serve the global market, including Chinese consumers and customers," Döllner said.

Döllner admitted that the Chinese market is huge and full of challenges, but Audi will not fear these challenges at all. Because healthy challenges can help Audi better understand competition and drive continuous innovation: "For challenges, we have always maintained a strong vitality."

Döllner said that Audi is currently in the strongest product layout in its history, with many new models entering the market. The launch of the AUDI brand will also bring a phased impact on the overall sales structure initially. However, starting from 2026, with the full implementation of Audi's new strategy and product layout, the business is expected to regain growth momentum. He emphasized that the current feedback on Audi's new products is very positive, which gives Audi confidence in the recovery and development of the future.

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