Audi has formalized a long-negotiated split of its China business, handing the classic four-ring badge to partner FAW and the new AUDI lettered brand to SAIC. The two lines will chase different buyers — combustion plus new energy on one side, smart electric cars on the other.
Audi has named Jeff Zhang, a former Chery executive, as its first Chinese national president for China, effective November 1. It is the fourth leadership change in five years for a brand that is losing ground in the world's biggest electric-car market.
After Chinese tennis star Zheng Qinwen won a title, Audi and tea chain Chagee both offered buy-one-get-one promotions. The brands' different follow-through reveals how promises turn into customer trust.
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