China's electric Audi turns out to be a failure

Audi is looking to make a bigger splash in China with its own electric brand. The “AUDI” E5, developed in partnership with SAIC, has been selling slowly. Prices have been drastically reduced piese auto online.

China's electric Audi turns out to be a failure

This is somewhat surprising. After reports in September last year that “AUDI,” Audi’s new brand for China, had been swamped with pre-orders for its debut model, the E5 Sportback, the situation completely turned around six months later. Sales figures in the world’s largest car market are anything but optimistic. And that’s why Audi is taking action.

Without the four-ring logo but full of Chinese DNA from its partner SAIC, the E5 Sportback was supposed to turn things around in the world's most important car market. But more than six months after its launch, disappointment seems to be taking over.

AUDI: Drop to 420 cars per month

As Handelsblatt reports, citing data from Carnews China, the joint venture has managed to sell only 7,070 vehicles since its launch last summer.

The results for the beginning of 2026 look particularly bleak: in January, only 420 customers in the huge Chinese market chose the futuristic Sportback.

By comparison: In China, successful electric models often sell in the tens of thousands per month. For a brand that aims for premium status and even developed a new identity (the “Purple” design language) to appeal to local tastes, this is a real disaster.

The reaction: a price war instead of premium prices

Audi and SAIC are now responding as the Chinese market demands: with aggressive price cuts. To clear out stock and boost sales, the E5 Sportback is being offered with a 30,000 yuan (approximately €3,715) discount until the end of March.

That brings the starting price down to 205,900 yuan – roughly 25,500 euros. For a large electric Sportback with Audi DNA (albeit without the rings badge), that’s a bargain we in Europe can only dream of. Those who don’t pay cash will also get attractive financing offers.

Car parts AutoPower
Car parts AutoPower

This is somewhat surprising

Without the four-ring logo but full of Chinese DNA from its partner SAIC, the E5 Sportback was supposed to turn things around in the world's most important car market