In a bold attempt to reclaim its position in the world’s largest automotive market, Audi’s China-exclusive sub-brand AUDI has officially unveiled its first model – the striking E5 Sportback electric vehicle – at a recent showcase in Shanghai.
Developed through a partnership with Shanghai Automotive Industry Corporation (SAIC), the E5 Sportback signals a dramatic shift in strategy for Audi, as premium foreign automakers face growing pressure from domestic EV leaders like Zeekr, Yangwang, and IM Motors.
Sharing its Advanced Digitized Platform with the IM L6 (marketed in Australia as the MG Motor IM6), the E5 Sportback measures 4881mm in length, 1995mm in width, and 1478mm in height—making it comparable in size to an Audi A6 and a direct rival to the BMW i5 and Mercedes-Benz EQE.
Audi has confirmed four performance variants of the E5:
- 220kW
- 300kW
- 425kW
A flagship 579kW variant, capable of 0–100km/h in a blistering 3.4 seconds.
All variants come equipped with a 100kWh battery, delivering up to 770km of driving range (test cycle unspecified), and feature 800-volt charging tech capable of adding 370km in just 10 minutes.
Design-wise, the E5 Sportback breaks away from Audi’s global styling cues, featuring rounded wheel arches, a light-up grille, and slim Matrix LED lighting at both ends. Notably, the car carries AUDI’s new branding, which drops the iconic four-ring logo in favor of a capitalized script.
Inside, the E5 prioritizes luxury and tech with features like:
A 27-inch curved 4K display integrating both infotainment and digital cluster
Ambient lighting, fragrance diffusers, and headrest speakers
Dual wireless phone chargers with active cooling and 50W output
The E5 Sportback is the first of three AUDI-branded models planned for release, with follow-ups expected in 2026 and 2027. However, Audi has indicated that the AUDI range will remain exclusive to the Chinese market, at least for the foreseeable future.
With local EV brands gaining dominance, Audi’s China-specific strategy marks a pivotal effort to stay competitive—blending German engineering with a locally tailored approach.
