Categories: Auto News

In China, sales of the new AUDI brand have failed due to fierce competition

The new car company was created by the German Audi and the Chinese corporation SAIC Motor specifically for the Chinese market. The first car was the E5 Sportback.

Sales of the E5 Sportback, assembled as part of Audi’s joint venture with SAIC, began in August 2025. The initial price tag seemed attractive: from 235.9 thousand to 319.9 thousand yuan (about $34.3 thousand – $46.6 thousand). However, buyers did not appreciate the efforts.

At the end of January 2026, only 420 cars were sold, and the total circulation since the launch barely reached the mark of 7 thousand cars. This is catastrophically low for a market where local competitors such as Xiaomi SU7 sold more than 250 thousand copies last year alone.

In order to somehow stimulate demand, AUDI announced a temporary promotion, reducing the price of the model by 30 thousand yuan (about $4.3 thousand).

Earlier it was reported that Daimler will present an electric bus, which has a power reserve 2.5 times greater than that of KamAZ.

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