Audi’s first electric vehicle designed specifically for the Chinese market, the E5 Sportback, is facing a slow start to its sales. In response, the automaker has implemented significant promotional offers to reposition the vehicle against key competitors, such as the Xiaomi SU7.
European automakers have increasingly recognized the need for vehicles specifically designed for the Chinese market to succeed in the region, moving away from simply offering slightly modified versions of existing models. Audi, for example, partnered with SAIC to launch the AUDI brand and the E5 Sportback, an electric vehicle boasting fast charging, substantial range, and advanced connectivity.
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However, initial sales figures have fallen short of expectations, prompting Audi to announce a series of promotions via a post on Weibo. The move underscores the competitive pressures facing automakers in the rapidly evolving Chinese EV market.
Urgent Repositioning
According to reporting from CarNewsChina, just 7,070 E5 Sportbacks have been registered since its launch in August 2025, with only 420 units sold in January 2026. This represents a small fraction of overall sales in the Chinese automotive market.
The company is responding with two offers: a discount of up to 30,000 yuan (approximately 3,700 euros), or, mirroring a broader trend in the Chinese market, financing with zero interest over five years, or a low-interest option over seven years. This price reduction brings the starting price of the E5 Sportback down to 205,900 yuan (roughly 25,390 euros).
Time to Adapt or a Misstep?
The move aims to position the E5 Sportback more competitively against rivals like the Xiaomi SU7, Zeekr 007, and Tesla Model 3. Whether these efforts will yield positive results remains to be seen, and could potentially impact the brand and its dealer network.
Audi may also find relief with the upcoming launch of the E7X, an electric SUV based on the E5 Sportback’s platform but with a body style more appealing to consumers. The E7X will be unveiled at the Beijing Auto Reveal in mid-March 2026, with a market launch planned for the first half of the year. However, it will enter an already highly competitive segment alongside the Tesla Model Y, Xiaomi YU7, and numerous domestic brands vying for market share.
