Audi’s New EV Brand Sparks Legal Fight as Cars Reach Europe

Audi is heading toward a legal confrontation with its own Chinese joint-venture brand, AUDI (styled in all capitals). The marque was created through a partnership between Germany’s Audi and China’s SAIC, and it has gained attention in China for all-weather electric performance, competitive pricing, and a chunky, Teutonic design language.

Now, AUDI-badged vehicles are beginning to appear in Europe, and Audi is reportedly unhappy about it. The German automaker is said to be considering legal action, raising the possibility that European buyers of the new AUDI models could become caught in the middle of a dispute between the two businesses.

The situation highlights the growing tension between established European brands and the China-focused ventures they help create. As AUDI vehicles reach European roads, the question of who controls the brand — and where it can be sold — looks set to move from the showroom to the courtroom.