- Audi wants to stop parallel imports of its China-only E5 Sportback and E7X EVs into Germany.
- The two models are sold under the new AUDI brand created specifically for the Chinese market.
- Audi and SAIC created AUDI as an EV-only brand that sells cars without the Four Rings.
Audi apparently doesn't want its China-only electric cars showing up in its home market through the back door. The VW Group brand is trying to stop parallel imports of the AUDI E5 Sportback and E7X. Audi and SAIC developed these products specifically for China and sell them under the new AUDI brand, which deliberately ditched the four rings.
Yet they're already turning up in Germany. German importer Auto China has been bringing the two models over, homologating them, and offering them to local customers. Audi has taken notice and is taking legal measures to block the imports. A spokesperson for the Ingolstadt-based automaker told business newspaper Automobilwoche that “we have initiated legal proceedings against the importer and will rigorously enforce our rights.”
The Chinese sub-brand aims to “appeal explicitly to young, tech-savvy customers,” targeting buyers who want something different from the myriad of Audi-badged models. And you can tell: these vehicles look completely different inside and out from the global lineup. Having those cars suddenly show up in Germany, however, isn't exactly part of the plan. And it’s not only because the E5 Sportback and E7X could potentially cannibalize sales of Audi's own e-tron models.
AUDI, Not Audi
Importing a China-specific car also creates practical problems, even though Auto China says it can handle everything from homologation and registration to warranty and service support. However, a parallel-imported E5 Sportback or E7X doesn't suddenly become part of the company's official European dealer network just because it has ties to Audi. Owners could face questions about software, diagnostics, replacement parts, and repairs.
That's especially true for modern EVs stuffed with sensors, cameras, and sophisticated driver-assistance systems. Getting one legally onto German roads is one thing. Keeping it running for years is another.
'These vehicles are not exported to individual countries outside of China via an official distribution channel authorized by Audi AG and then registered under conditions unknown to us.
Audi AG and authorized Audi dealers outside of China cannot perform maintenance work because AUDI models are considered non-Audi vehicles in countries outside of China.'
China-Only, Sort Of
The situation is a little ironic. Audi is spending heavily to develop China-specific EVs that it doesn't want Europeans buying. At the same time, European customers can already get their hands on those same all-caps-no-rings cars through an alternative route.
Although the E5 Sportback and E7X have disappeared from the importer's website, a spokesperson for the dealer refused to say when questioned by Automobilwoche whether that happened because of Audi's legal pressure.
While the AUDIs are gone, the site lists plenty of other Chinese cars from Xiaomi, Jetour, Zeekr, and Huawei. You can even configure the vehicles, albeit to a limited degree, including the Maextro S800, arguably one of the most luxurious cars to come out of China.
Motor1 has reached out to Auto China for comment and will update this article if we hear back.
2025 AUDI E5 Sportback
Motor1's Take: Audi's position is understandable from a business perspective. It doesn't make much sense to develop China-specific EVs with their own branding and technology strategy, only to have them pop up in Europe and potentially compete with the company's official lineup. But there's an amusing twist here: Audi has created cars that apparently look tempting enough to European buyers that someone is willing to go through the trouble of importing them.
And that's perhaps the most interesting part of this whole saga. Instead of asking why a German importer is bringing Chinese-market Audis to Germany, Audi might eventually have to ask why German buyers can't officially buy these cars in the first place. If the E5 Sportback and E7X are good enough for China, it's easy to see why some Europeans might wonder what they're missing.
