Audi entered the Chinese market in 1988, but it wasn’t until six years later that it started facing serious competition from BMW. Since then, both brands have fiercely competed for market share. Now, Audi is stepping up its game with a new sub-brand.
The AUDI E5 Sportback is not just another Audi – it’s an AUDI. This is a new sub-brand created through a partnership between Audi and SAIC, its Chinese partner. The AUDI brand skips the iconic Four Rings logo and is aimed at attracting younger, tech-savvy customers in China, where the E5 Sportback will be sold exclusively.
So, what exactly is the E5 Sportback? Like all future AUDI models, the E5 is fully electric. It’s designed with a body style that sits between an SUV and a wagon, though it leans more toward the latter. Without the bold AUDI branding, it might be hard to tell if this car belongs to Audi or is something else entirely.
This is a large vehicle, measuring 4,881 mm (192.1 inches) in length, 1,959 mm (77.1 inches) in width, and 1,478 mm (58.1 inches) in height. When compared to the BMW i5 Touring, it is 179 mm (7 inches) shorter, 59 mm (2.3 inches) wider, and 37 mm (1.4 inches) lower. However, it’s important to note that the BMW i5 Touring is not sold in China.
While the E5 Sportback doesn’t feature Audi’s usual design, the company’s R&D center in Germany played a key role in fine-tuning the car. It is offered in four power options: 295 hp, 402 hp, 570 hp, and an impressive 776 hp. The top version can go from 0 to 62 mph (100 km/h) in just 3.4 seconds. Chinese customers can choose from rear-wheel-drive or all-wheel-drive variants.
The E5 Sportback comes equipped with a 100-kWh battery, offering up to 770 kilometers (478 miles) of range, though this is likely based on China’s more optimistic CLTC testing cycle. With its 800-volt fast charging capability, the car can recharge 370 kilometers (230 miles) in just 10 minutes.
Inside, the E5 Sportback looks drastically different from the Audi models we’re used to. The car’s dashboard is dominated by a massive 27-inch 4K display, which has been described as “stunning” and “impressive,” though it may be overwhelming for some. Below the main screen, there’s a touch-operated control bar, flanked by two smaller displays that replace traditional mirrors with feeds from exterior cameras.
The five-seat cabin is designed with a nearly flat floor, thanks to the car’s dedicated EV platform. Like many modern Chinese EVs, the E5 Sportback features minimal physical controls. In 2025, most functions in Chinese cars will be operated through screens or touch controls. Additional features include a 50-watt wireless charging pad with active cooling and speakers integrated into the headrests.
The E5 Sportback is set to launch in China this summer, with two more AUDI models expected to follow in 2026 and 2027.
