Audi aims to achieve greater success in China with its own electric vehicle brand. The “AUDI” E5, developed in partnership with SAIC Motor, is experiencing sluggish sales. Now, prices are being drastically reduced.
This is somewhat surprising. After reports last September that “AUDI,” Audi’s new brand for China, was overwhelmed with pre-orders for its debut model, the Audi E5 Sportback, the situation has completely reversed six months later. Sales figures in the world’s largest car market are dismal. And now the company is taking action.
Without the famous four-ring logo, but packed with Chinese tech DNA from partner SAIC, the E5 Sportback was supposed to turn things around in the world’s most important car market. However, more than six months after its market launch, disillusionment has set in.
AUDI: A Drop to 420 Cars per Month
According to data from CarNewsChina, as reported by the German newspaper Handelsblatt, the joint venture has managed to sell only 7,070 vehicles since its launch last summer.
The results for the start of 2026 are particularly bleak. In January, just 420 customers in the massive Chinese market opted for the futuristic Sportback.
For comparison, in China, successful electric models often sell tens of thousands of units per month. For a brand that aspires to premium status and has developed a new identity (the “Purple” design language) specifically to appeal to local tastes, this is nothing short of a disaster.
The Reaction: A Price War Instead of Premium Prices
Audi and SAIC are now responding to the realities of the Chinese market with aggressive price reductions.
To clear inventory and boost sales, the E5 Sportback will be offered with a discount of 30,000 yuan (approximately €3,715) until the end of March.
This brings the starting price down to 205,900 yuan, roughly the equivalent of €25,500. For a large electric Sportback with Audi DNA (albeit without the four rings), that is a competitive price Europeans can only dream of.
Customers who do not pay in cash can also benefit from attractive financing options.
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Interest-free financing for 5 years
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Or low-interest financing over 7 years (with a reduced purchase tax subsidy of 10,000 yuan)
The Old Problems Remain
With its new pricing, the E5 is entering fierce competition.
It is now priced on par with the Zeekr 007 GT from the Geely Group and even slightly undercuts the tech scene’s current superstar, the Xiaomi SU7 sedan from Xiaomi.
The challenge is perception. While brands like Xiaomi and Zeekr are seen as modern, highly digital, and “native” Chinese tech brands, the Audi E5 still needs to prove that, despite the Advanced Digitised Platform (ADP), it is not simply an old European car in a new disguise.
Strong Specs on Paper
At least on paper, the car itself should not be the problem.
The E5 is based on the Advanced Digitised Platform (ADP), which features 800-volt technology and fast charging capabilities.
Key specifications include:
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Power output: 220 kW to 579 kW
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Battery sizes: 76 kWh, 83 kWh, and 100 kWh
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Range (CLTC): 618 to 773 km
These figures are certainly competitive.
However, in the intense Chinese EV price war, where even established brands are struggling, it remains difficult for European manufacturers to compete—with or without their traditional brand emblem.
Audi plans to follow up with the Audi E7X SUV in China soon. It will be interesting to see whether Audi can achieve better success with that model.
