Audi Bets on Split Branding To Regain Spark for China Car Buyers

Audi AG is doubling down on its dual-marque strategy in China, sticking to its goal of delivering more than 600,000 vehicles this year as it navigates a market where it once enjoyed institutional cachet.

The German automaker embraced a new approach three years ago by introducing the lettered AUDI brand without the traditional four rings with SAIC Motor Corp., its local partner. Gernot Döllner, Audi’s chief executive officer, said he was “very happy” with the performance of the first E5 sportback model as a new entrant last year, showing that there’s little cannibalization between the two sets of buyers.