5 Minutes
Immediate sell-out momentum: 10,153 orders in half an hour
The China-only joint venture between Audi and SAIC Motor has kicked off its new all-caps AUDI sub-brand with a spectacular launch. The electric E5 Sportback registered 10,153 orders in just 30 minutes after opening, a strong early indicator of consumer interest in a market that rewards bold, tech-forward EVs.
What is AUDI (all caps)?
AUDI — deliberately styled in uppercase — is a China-specific spinoff created by Audi and SAIC to deliver designs, features and pricing tailored to local tastes. Built at SAIC Audi’s Anting plant in Shanghai and based on the Advanced Digitised Platform (ADP) co-developed by SAIC and Audi, the E5 Sportback aims squarely at the mid-size electric sedan segment dominated by models like the Tesla Model 3, Nio ET5T and Zeekr 007 GT.
Pricing and market positioning
Starting price: 235,900 yuan (about $32,400 USD), the E5 Sportback is positioned as a tech-rich but accessible electric sedan. Even the flagship dual-motor variant, which delivers an eye-catching 776 horsepower (579 PS), is priced near $45,000 — roughly half the typical cost of comparable luxury EVs in Western markets. That pricing strategy underscores AUDI’s goal to attract younger, tech-savvy buyers in China.
Key takeaway:
- Competitive introductory price
- Strong launch demand reflecting appetite for domestic premium EV choices
Design and efficiency
Drawing inspiration from Audi’s earlier E concept, the E5 Sportback features a fastback silhouette with six paint options and an aerodynamic drag coefficient of 0.252 Cd. Lighting is a major design element: the car uses 942 LEDs and over 1,900 triangular elements to produce animated welcome sequences and signature lighting effects.
Dimensions (metric/imperial):
- Length: 4,881 mm (192.1 in)
- Width: 1,960 mm (77.1 in)
- Height: 1,479 mm (58.2 in)
- Wheelbase: 2,950 mm (116.1 in) These proportions give the E5 a roomy, executive-class cabin despite its fastback profile.
Performance and battery options
Powertrain choices span single-motor rear-wheel-drive setups and dual-motor all-wheel-drive versions. The base single-motor trim produces around 295 hp (299 PS), while the top dual-motor model sprints 0–60 mph in about 3.4 seconds.
Battery and charging highlights:
- Battery capacities: 76.2 kWh to 100 kWh
- CLTC-rated range: up to 480 miles (773 km) on the largest pack
- 800V electrical architecture for high-speed charging
- Standard heat pump to improve cold-weather efficiency
Interior tech and driver assistance
Inside, the E5 Sportback emphasizes a digital-first experience. A 59-inch curved display stretches from pillar to pillar, driven by Qualcomm’s Snapdragon 8295 and AUDI’s proprietary OS. The cabin includes the "Audi Island" interface, electronic rear-view mirrors, and a voice assistant built using a large language model. Integration with Apple CarPlay and Huawei HiCar adds smartphone connectivity tailored to Chinese users.
Luxury and convenience features include heated and ventilated seats, panoramic glass roof, wireless charging, 360-degree cameras, and on higher trims: air suspension, CDC adaptive dampers and a BOSE 18-speaker system.
Advanced driver assistance uses 27 sensors, including LiDAR, and an AI-assisted driving stack developed with Momenta. The system supports assisted urban and highway driving, plus autonomous parking functionality.
How it fits the global picture
Although the AUDI E5 Sportback is only slated for China and will not be sold in the U.S. or Europe, its rapid order intake provides insight into how legacy brands can experiment with new sub-brands, adjusted pricing and aggressive tech stacks to compete with local EV startups. The model showcases what can happen when a traditional automaker builds for a specific market rather than adapting global products.
Quick specs at a glance
- Platform: Advanced Digitised Platform (SAIC + Audi)
- Configurations: RWD and AWD
- Power: 295 hp (base) to 776 hp (top dual-motor)
- 0–60 mph: ~3.4 s (dual-motor)
- Battery: 76.2–100 kWh
- Range (CLTC): up to 480 miles (773 km)
- Charging: 800V architecture
AUDI’s strong opening response suggests the E5 Sportback could become a notable contender in China’s mid-size electric sedan segment. Whether the momentum continues will depend on deliveries, real-world range and how well the brand sustains interest beyond the initial launch wave.
Source: autoevolution
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