- SAIC Audi will unveil E5 Sportback and E7X special editions on November 13, tying exterior-focused updates to broader efforts to revive demand amid weak sales performance.
- E5 Sportback starts at RMB 235,900 (about $35,330) and E7X ranges RMB 269,800–359,800 (about $40,410–$53,890); a RMB 988 ($148) accessory package and RMB 309,800 ($46,400) limited price were previously offered.
- Targets direct premium EV buyers in shooting-brake and mid-to-large SUV segments, but execution risks include faltering monthly volumes, uncertain customer uptake, and the challenge of scaling AUDI brand differentiation in China.
On November 9, SAIC Audi officially announced that AUDI DAY 2026 will take place on November 13.
The event will see the official launch of Audi’s World Model-based all-scenario driver assistance system, alongside updates to the E7X and E5 Sportback lineups and the introduction of special-edition models.
SAIC Audi describes the special editions as combining the capabilities of quattro all-wheel drive with the distinctive styling of a shooting brake.
The changes are likely to focus primarily on exterior packages and design themes.
As the first model launched under Audi’s new AUDI brand, E5 Sportback uses the automaker’s name in capital letters rather than its four-ring logo.
This model went on sale on September 16, 2025. Positioned as an all-electric shooting brake, it starts at RMB 235,900 ($35,330).
The E7X went on sale on May 29 this year. Positioned as a mid-to-large-size all-electric SUV, it is priced between RMB 269,800 ($40,410) and RMB 359,800 ($53,890).
Both models have already received derivative versions. At the 2025 Guangzhou Auto Show, the E5 Sportback debuted the Qinwen Performance quattro Edition.
This edition incorporated design elements associated with brand ambassador Zheng Qinwen and came with upgraded equipment.
In August this year, SAIC Audi also introduced a limited optional package called the Star Diamond Special Edition, priced at RMB 988 ($148) and available to both new and existing customers.
The E7X, meanwhile, debuted the Pioneer quattro Passion Edition at this year’s Chengdu Auto Show, with a limited-time special price of RMB 309,800 ($46,400).
The special editions scheduled to be unveiled at AUDI DAY are expected to build on these existing derivatives with another round of design-focused updates.
However, neither model has met the company’s sales expectations since launch.
The E7X recorded 4,017 sales in its first month on the market, but volumes declined month by month, falling to 1,503 units in September this year.
E5 Sportback sales stood at just 300 units that month. Combined sales of the two models were approximately 1,800 units, and neither has established a clear sales lead in its respective segment.
The product updates also come amid changes to Audi’s business structure in China.
On October 26, Audi China announced the formal implementation of its “two brands, two partners” structure.
FAW Audi will continue operating the four-ring Audi brand, covering both internal combustion engine and new energy vehicles.
SAIC Audi, meanwhile, will focus on the AUDI brand, which uses the automaker’s name as its logo, and concentrate on the new energy vehicle market.
On November 5, Audi and SAIC Motor officially opened a new joint R&D entity in Shanghai, the Audi Innovation and Technology Center (AITC).
The center is dedicated to developing vehicles under SAIC Audi’s AUDI brand, with work spanning complete vehicles, driver assistance and smart cockpits.
Under the previously announced plan, the center will use the ADP 2.0 platform to develop four new AUDI models from 2028 onward. The first is expected to be a large six-seat SUV.
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