Audi, in a bold move that looks like the marketing team just shrugged and called it a day, is launching a new car company in China called AUDI. Confused? So are we. 

The big reveal happened today in Shanghai, and if you were looking for the classic Four Rings, think again those aren’t invited to this party. This new brand, created in partnership with SAIC, wears just four letters in caps: AUDI. And if you’re wondering, yes, this is supposed to be different from the Audi we know. No rings here, just bold lettering.

Leading the charge is the AUDI E concept, with three production models lined up for launch by mid-next year. These cars will sit alongside Audi’s traditional lineup in China but won’t carry the historical logo that nods to the Auto Union era. Instead, we’re getting something totally fresh, if a bit odd.

Now, if you’ve been paying attention, you’ll remember Audi dusted off some old brand names in the past the A8L Horch made its debut in China three years ago. So, why not revive one of those names? Auto Union, NSU, DKW, Wanderer…there’s plenty of history to draw from. But, no, we’re getting AUDI. Maybe, in a market where new sub-brands seem to pop up weekly, they decided that keeping it simple would stand out more.

What’s more, these new AUDIs will be fully electric, marking a clear separation from the core brand, which won’t fully phase out combustion engines until the next decade. But beyond the electric powertrain, seeing AUDI without the iconic logo feels odd, almost unsettling. And just to add another twist, these cars will be exclusive to the Chinese market, starting with models in the midsize to fullsize range.

Then there’s the design. This isn’t just a badge swap, Audi-SAIC claims these cars will feature a “revolutionary design” tailored specifically for Chinese tastes. This concept car doesn’t scream Audi. In fact, without the massive four-letter logo, you’d struggle to tell where it came from. The AUDI E, billed as a Sportback, looks more like a large wagon different, but unmistakably aiming to turn heads.

So here we are, welcoming AUDI, with just a little more fanfare than if they’d named it “Car.”