The wave of electrification has posed a challenge and created pressure for Audi, particularly in the Chinese market.

However, the Germany premium brand has been pursuing breakthroughs in internal combustion vehicle technology and comprehensively deploying electric vehicles.

Henrik Wenders, Audi's chief marketing officer, said the carmaker is transitioning from vehicles to intelligent connected devices, moving beyond powertrains.

"In China, the world's largest auto market, digitalization is transforming people's daily lives and we must translate this into our mobility mindset," said Wenders.

In April 2022, Audi unveiled the urbansphere concept car, showcasing its vision for premium mobility in the electrification era with various intelligent, connected features.

To prioritize people and the Chinese market in concept car design, the local team has a significant involvement in the design process. Its Chinese and German teams will stay connected throughout the development process, said Wenders.

In terms of marketing, Audi updated its brand strategy in 2020 to project a progressive, premium image at every touch point.

"We are interpreting the brand in a beautiful, future-oriented and style-conscious manner," he said.