Audi's German headquarters has started legal proceedings against importer Auto China in an attempt to stop the parallel import of China-only AUDI-brand electric vehicles into Germany, according to Chinese outlet D1EV, which cited reporting by German trade publication Automobilwoche.
The models in question are the E5 Sportback and the E7X, built under the AUDI brand - a joint venture between Audi and SAIC Motor created specifically for the Chinese market. The brand uses the uppercase "AUDI" nameplate rather than the traditional four-ring logo and targets young, tech-focused buyers. The E5 Sportback and E7X differ significantly in exterior design and equipment from global Audi models.
Auto China imports the cars from China, completes local type approval and sells them to German consumers. An Audi spokesperson confirmed to Automobilwoche that the company had initiated legal action against the importer and would actively defend its rights.
Audi stressed that AUDI-brand models are not supplied to any country outside China through official distribution channels approved by Audi AG. In Germany and other non-Chinese markets, Audi AG and its authorised dealers cannot provide technical support or after-sales service for these vehicles, because outside China the AUDI brand is not recognised as an Audi product.
Price gap drives the trade
The dispute is rooted in pricing. AUDI models are priced far lower in China than comparable European models. The E5 Sportback starts at about 205,900 yuan (roughly $29,000) in China, a Chinese guide price before taxes and incentives, while Auto China sells it in Germany for around $65,200 - more than double. Even at that markup, the car remains competitive against German EVs of similar size, which is what attracted the importer in the first place.
The E5 Sportback debuted at the Shanghai auto show in April 2025. It is 5,049 mm long, uses a dual-motor all-wheel-drive system with maximum output of about 787 hp (587 kW), and claims a CLTC range of up to 773 km (about 657 km WLTP est.) (480 miles). The E7X is the brand's SUV, also built on the intelligent electric platform co-developed by SAIC and Audi.
The case highlights a growing trend of Chinese-market EVs being exported to Europe by independent traders, often undercutting official channels. For Audi, the parallel imports threaten brand control, pricing strategy and service standards in its home market.
