SAIC Audi has moved to quash online speculation that Audi's German headquarters does not recognise the AUDI brand, after reports circulated that the parent company had stopped AUDI models from entering the German market. According to First Electric, Xie Shiqi, who leads SAIC Audi, posted a clarification on the AUDI App on September 21 addressing the claims.
The controversy began when German importer Auto China brought two China-only AUDI models, the E5 Sportback and E7X, into Germany as parallel imports. Audi's headquarters subsequently initiated legal proceedings against the importer, saying the vehicles had left China through unauthorised distribution channels and that Audi dealers outside China could not provide maintenance or warranty services.
What Audi actually said
Xie said some media reports had quoted an Audi spokesperson out of context. The spokesperson's remarks, he explained, were about the after-sales service coverage for unofficial parallel imports, noting that such vehicles are treated as third-party cars in overseas markets. The comments were not a rejection of the AUDI brand itself, he stressed.
Xie emphasised that Audi's global headquarters fully embraces the AUDI brand and regards it as central to the company's electrification and smart-driving transformation. He noted that Audi's global CEO, Gernot Döllner, has taken part in AUDI brand events on multiple occasions, and that the E5 Sportback has been displayed alongside Audi's Formula 1 car in the company's Ingolstadt headquarters showroom.
SAIC Audi said it would gather evidence and take legal action over what it described as out-of-context reporting. Xie also previewed the first AUDI Day event for owners, planned for November.
Parallel imports and EV brand strategy
The AUDI brand, launched by SAIC and Audi as a joint effort, targets China's electric-vehicle market with models developed locally. The E5 Sportback is a battery-electric (BEV) fastback, while the E7X is a larger electric sedan. Parallel imports of China-market electric vehicles into Europe have become a sensitive issue as automakers try to protect their official distribution networks and pricing.
For Audi, the episode highlights the challenge of managing a China-specific EV brand while keeping control over its global dealer network. The company's response suggests it wants to prevent grey-market sales from undermining official channels, even as it continues to promote the AUDI marque as a key part of its electric future.
