Audi Faces Challenges in China’s EV Market
In 2024, Audi introduced a fresh sub-brand in China through a collaboration with SAIC Motor, launching two electric models: a sportback and an SUV. The initial enthusiasm for the E5 Sportback was remarkable, with over 10,000 orders flooding in within minutes of its release.
However, the excitement has diminished since then, and Audi is now taking measures to boost sales once more.
According to China EV Data Tracker, actual sales have reached only 7,070 units, falling short of the original pre-order figures. In January alone, just 420 E5 Sportbacks were sold. To stimulate demand, Audi has introduced discounts totaling ¥30,000 (around $4,400). This package includes ¥10,000 off purchase tax, ¥10,000 cash reduction, and a ¥10,000 trade-in allowance, bringing the base price down to approximately ¥205,900 ($29,910).
This new pricing positions the E5 Sportback closer to popular rivals such as the Zeekr 007 GT and Xiaomi SU7. Potential buyers can also opt for flexible financing with either five years of zero-interest installments or seven years with low interest.
Vehicle Specifications
The entry-level E5 Sportback is powered by a single rear motor paired with a 76.0 kWh battery, delivering 295 horsepower and an estimated CLTC range of 384 miles (618 kilometers). For customers seeking more power, the Quattro version offers a 100.0 kWh battery and generates a robust 776 horsepower.
It remains uncertain how successful Audi will be in the competitive Chinese EV landscape. The brand plans to release its second SUV model later this year, which may broaden its appeal.
Industry experts note that Audi’s late entry into the Chinese electric vehicle market—only recently partnering with SAIC—means it faces stiff competition from well-established global and domestic manufacturers. To carve out a significant share, Audi must act swiftly and smartly.
