Audi’s all-caps brand for China got off to a great start. In just half an hour, the newly established AUDI managed to gather over 10,000 orders for its debut model, the E5 Sportback, produced in partnership with SAIC at the SAIC-Volkswagen plant in Anting, Shanghai. This exclusive car for the world’s largest market received an “exceptional” response according to Ralf Brandstätter, a VW board member for China. The E5 Sportback received 10,153 orders in just 30 minutes.
The latest player in the highly competitive Chinese market will only sell electric cars, with two additional models planned for the future. The flagship model will be a large wagon positioned between the A5 Avant and A6 Avant. Despite looking very affordable to those outside China, the base version is priced at around $33,000 and features a single rear-mounted motor paired with a 76-kWh battery. It boasts a power output of 295 horsepower and a range of 384 miles (618 kilometers) on a light CLTC cycle.
Even its flagship model offers great value. The Quattro dual-engine variant produces 776 hp and uses a larger 100-kWh battery, priced at only $45,000. On this top trim, Audi’s first China-exclusive car can travel 402 miles (647 kilometers) on a single charge and accelerate to 62 mph (100 km/h) in just 3.4 seconds.
Despite its low price, the E5 Sportback doesn’t compromise on features. It offers rear-wheel steering, adaptive air suspension, 800-volt charging, and even LiDAR settings. The cabin, dominated by a 4K 27-inch screen from pillar to pillar and flanked by a pair of side-view camera screens, fits the local taste. The minimalist design and screen-filled interior distinguish it from global Audi models. Launching a separate brand from Audi is a bold move by the Volkswagen Group. According to Brandstätter, AUDI aims to reach “another new group of customers in China that we have not previously reached with Four Rings.” The launch response was strong, but in China’s brutal EV market, only time will tell if AUDI can carve out a lasting niche.
