The Chinese joint venture between Audi and SAIC has reduced prices for its all-electric AUDI E5 Sportback in China, offering discounts of about 30,000 yuan (roughly €3,700) until March 31 as sales lag behind expectations.
According to automotive outlet CarNewsChina, only 7,070 units of the model had been delivered by the end of January 2026, including just 420 vehicles sold during that month. The figures contrast with earlier claims that more than 10,000 reservations were placed shortly after pre-sales began in August 2025.
Such reservation campaigns in China are typically non-binding, and industry reports suggest that only a small share convert into confirmed purchases. Audi has not disclosed the conversion rate for the E5 Sportback, but the delivery data indicates that demand has been weaker than anticipated.
The model was developed specifically for the Chinese market through Audi’s partnership with SAIC and is sold under the “AUDI” sub-brand, which omits the company’s traditional four-ring logo. The branding approach has reportedly caused confusion among some consumers and intensified competition with domestic electric vehicle makers.
The temporary price reduction consists of a 10,000-yuan purchase tax incentive, a 10,000-yuan cash discount and a 10,000-yuan trade-in bonus. After the adjustments, the vehicle is priced between 205,900 yuan and 289,900 yuan (about €25,500 to €35,900). Alternative financing options include interest-free instalments for five years or a low-interest plan over seven years, though these apply only the tax reduction.
Production and pre-sales of the E5 Sportback began in August 2025. The electric estate uses an 800-volt architecture. The base version features a 76 kWh battery and a 220 kW rear-wheel-drive powertrain, offering a CLTC range of 618 kilometres. The top-tier all-wheel-drive Flagship Quattro variant produces 579 kW and uses a 100 kWh battery, with a claimed CLTC range of 647 kilometres.
Key competitors include electric estate models from Chinese manufacturers, such as the Zeekr 007 GT and Nio ET5 Touring, which have recorded stronger sales to date.
Audi has also expanded the China-focused sub-brand with a second model, an electric SUV known as the E7X, introduced in November. The vehicle will be offered with rear-wheel drive producing 300 kW or an all-wheel-drive configuration delivering a combined 500 kW.