Audi Denies Rumors of Merger Between Its Northern and Southern Operations

[Company News] Gernot Döllner, CEO of Audi AG, explicitly denied rumors regarding a merger between Audi's northern and southern joint ventures in China.

Core Strategy: Dual Partnership Remains Unchanged

Döllner emphasized during a media event on March 17 that Audi will continue its dual-partnership model with FAW and SAIC, stating this approach has been “highly beneficial” for the brand.

Product Allocation: Letter-Badge Models Focus on Electrification

The partnership with SAIC primarily promotes the letter-badge AUDI brand, with its first model, the E5 Sportback, launched in the second half of 2025, and the E7X scheduled for release in 2026. Meanwhile, the collaboration with FAW remains focused on traditional four-ring badge models such as the A4L, A6L, and Q5L.

Industry Impact: Channel Coordination with Clear Brand Differentiation

Although some services for SAIC Audi are supported by the FAW-Volkswagen Audi investor network, the two joint venture systems maintain distinct differences in product positioning, target customer segments, and sales strategies, rendering merger rumors unfounded.