Audi proves one more time that the Chinese marketplace is an absolute precedence for the brand. A pre-sale of a full electrical model just started there. Audi e5 Sportback, which impresses not only the specification but above all the price that can be shocking for European customers.
Impressive specification at an incredible price
The fresh Audi e5 Sportback, produced by the joint venture FAW-Audi, was valued in pre-sale at just 235,800 yuan, which in terms of US$32,800 (about PLN 130,000). The car is based on the same EPP platform (Premium Platform Electric), which it shares with models specified as Audi Q6 e-tron or Porsche Macan EV.
At this price Chinese customers receive an awesome vehicle:
- Range: Up to 773 km on 1 burden according to the Chinese CLTC test cycle.
- Battery: Battery capacity 102 kWh.
- Dimensions: dimension 4905 mm, width 1946 mm and tallness 1538 mm, making it somewhat larger than the European Audi A5 Sportback.
However, what distinguishes the interior the most is gigantic, 59-inch integrated LED screen, which extends throughout the width of the dashboard. It consists of an 11.9-inch virtual cockpit, a 17-inch central screen and a 15.9-inch passenger display. The full complements the 14.1-inch head-up display with extended reality.
Audi e5 Sportback 2025A revolution in the logo. Why does Audi quit rings in China?
The most amazing change, already visible on the first pictures of the e5 Sportback model, is the resignation of the iconical logo of the 4 rings for the illuminated inscription “AUDI” on the front grill. This change, introduced for the first time in the Audi Q6L e-tron model presented in April 2024, is groundbreaking and applies only to models manufactured and sold in China.
Why did Audi take specified a brave step?
- Adaptation to the local market: Chinese consumers, especially younger consumers, are highly open to modern technologies and digital trends. The illuminated, verbal logo is seen as more modern and “digital” than the traditional, centennial ringing symbol.
- Distinguishing from competition: On an highly crowded Chinese EV market, where fresh brands appear almost all month, having a unique and easy recognisable mark is crucial. The inscription “AUDI” is direct and leaves no uncertainty about the brand, even from a distance.
- Emphasis on the era of electrification: Changing the logo symbolizes the transition to a new, full electrical era. This is simply a visual signal that Chinese Audi models are a technological avant-garde brand.
This crucial change in branding shows how flexible Audi approaches its largest marketplace in the world, without being afraid to violate even the top holiness of conventional 4 rings.
Many brand fans may wonder why the fresh model bears the designation “e5” alternatively than, as 1 might expect, e.g. “A6 e-tron”. After all, Audi introduced a fresh strategy of model names in 2024:
- Even numbers (e.g. A4, A6, Q8) reserved for full electrical models.
- Odd numbers (e.g. A5, A7, Q7) for combustion engine models (including hybrids).
Therefore, it is the successor to the Audi A4 that should be named A5. And here you can see that China is simply a separate marketplace for Audi, a separate commercial reality. For China, the “e5” model is simply a local designation for a vehicle that is likely to debut in Europe as Audi A6 e-tron Sportback. Why is that? People working for Audi most likely know the answer to that question. We don't.
The futuristic interior of Audi e5 Sportback with a view of the giant 59-inch LED screen extending across the dashboard. The screen is highlighted by presenting the user interface.Price comparison – differences for Polish client
The comparison of the price of Chinese Audi e5 Sportback with prices of akin models available in Poland shows a immense gap that hits European, including Polish, buyers.
| Model | Price in Poland | Price in China (calculated) | Difference |
| Audi e5 Sportback (China) | – | approx. 130 000 PLN | – |
| Audi Q6 e-tron | from PLN 355 500 | – | +173% |
| Audi Q4 e-tron | from PLN 245 400 | – | +88 % |
| Audi A5 Sportback (incinerated) | from PLN 209 700 | – | +61% |
Prices in Poland as of 26.08.201025 Price e5 converted from USD at a rate of approx. PLN 4.0.
As you can see in the table, Audi Q6 e-tron, which is based on the same platform as e5 and has akin dimensions, is in Poland Almost 3 times more expensive. Even smaller and little equipped Audi Q4 e-tron costs almost twice as much.
This gross price imbalance is due to respective factors:
- Local production: Production in China under the FAW-Audi joint venture importantly reduces costs.
- Customs duties and taxes: Cars imported into the European Union are subject to duties and VAT, which dramatically increases their final price.
- Competition: The immense competition in the Chinese marketplace for electrical vehicles forces manufacturers to offer importantly lower prices.
- Market strategy: The automotive companies treat China as a key growth market, adjusting the offer and prices to gain the largest share.
For a Polish customer, this means 1 thing: for a akin product, although the little equipped product has to pay much more, which makes the consistency of the global price policy of the brand questionable and may awaken the feeling of being a second-class customer.
Audi e5 Sportback – rearSource:
- CarNewsChina: Audi e5 Sportback launch pre-sales in China at $32,800 with 773 km scope and massive 59” LED screen
- Audi MediaCenter: Why the fresh Audi A5 is called the A5 and not the A4
- Motor1.com: Audi A6 E-Tron, A6 Avant E-Tron, Q6 E-Tron, And Q6 E-Tron Sportback Confirmed For 2024
- Audi UK: Pricelist of Audi Q6 e-tron
- Audi UK: Pricelist of Audi Q4 e-tron
- Audi Poland: Pricelist of Audi A5 Sportback
Leszek B. Glass
Email: [email protected]
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