New AUDI Brand Unveils E5 Sportback: A China-Only Electric Statement

Abu Dhabi : AUDI's first model, the fully electric E5 Sportback, marks the start of a bold new China-focused brand with powerful specs and future-ready design.

• AUDI (all caps, no rings) is Audi’s new China-only premium NEV brand.
• E5 Sportback debuts with 579 kW output and up to 770 km range.
• Built on the Advanced Digitized Platform, co-developed with SAIC.

German luxury car marque, Audi, has kicked off a bold new electric journey in China with the debut of the E5 Sportback under its brand-new identity: ‘AUDI’. This premium NEV (New Energy Vehicle) brand was revealed at the Volkswagen Group Media Night ahead of Auto Shanghai 2025, and the E5 is its first production model. Tailored exclusively for China, the AUDI E5 Sportback represents a new era in both design and digital functionality.

New Brand, New Identity

The new China-specific AUDI brand, styled in all capital letters and without the four rings, is a big step in Audi’s global plan. “With our new China-only brand AUDI, we are continuing to push boundaries,” said Gernot Döllner, Chairman of the Board of Management of AUDI AG. 

The new brand is focused entirely on the needs of the Chinese market, promising faster development, stronger partnerships, and locally optimized features. Working with SAIC, Audi has cut development time for the E5 by 30%.

The Advanced Digitized Platform: What Powers the E5

• Fully electric fastback with 4 powertrains (rear-wheel and quattro).
• Power up to 579 kW, 0–100 km/h in 3.4 seconds.
• Max range: 770 km, battery up to 100 kWh.
• 800V fast charging: 370 km in just 10 minutes.
• Advanced Digitized Platform allows OTA updates, connected tech.

This platform, co-developed by Audi and SAIC, is engineered to handle next-gen digital functions and local market needs for mid-size and full-size electric cars.

Exterior and Interior Design That Speaks China

The AUDI E5 Sportback’s design mixes Audi’s heritage with Chinese elegance. The sporty Sportback shape is refined with circular wheel arches and a reworked grille called the Light Frame. Lighting is both functional and dramatic, with 1,000+ individual light units in the signature Matrix LED headlights.

Inside, the layout is clean and immersive. A 27-inch 4K panoramic display spans across the dashboard, and ambient lighting, natural wood, and indirect air vents set a premium tone. With wireless charging, dual-phone storage, and headrest speakers, it's a tech-savvy sanctuary.

Digital Brilliance Meets Everyday Driving

A highlight is the AI-powered AUDI Assistant—a digital avatar that learns user behavior, responds naturally, and adds personality to the cabin. Powered by Qualcomm’s Snapdragon 8295 chipset, AUDI OS allows intuitive touch and voice interaction, facial recognition, and seamless app integration. It’s designed to keep up with China’s fast-paced digital world.

Safe and Smart for Chinese Roads

Equipped with 29 sensors, the E5 features the AUDI 360 Assisted Driving system, offering real-time safety interventions. It recognizes complex urban threats—like tricycles or delivery bikes—and adapts accordingly. Features like Adaptive Cruise Assist, cross-floor memory parking, and Active Safety are tailored for Chinese cities and highways.

The AUDI E5 Sportback is more than just a car—it’s the start of a new movement in Audi’s electric journey in China. With two more all-electric models arriving in 2026 and 2027, the new AUDI brand is ready to challenge the future of mobility in the UAE, KSA, and beyond.