- SAIC Audi is offering limited-time promotions of up to RMB 30,000 ($4,370) on the AUDI E5 Sportback this month, lowering the model's starting price to RMB 205,900.
- The E5 Sportback discount comes as Germany's luxury automakers BMW, Mercedes-Benz, and Audi are embroiled in a price war in China.
SAIC Audi, the joint venture between Audi and SAIC in China, has begun offering substantial discounts on the E5 Sportback, highlighting the pricing pressures facing traditional luxury brands in China's fiercely competitive automotive market.
SAIC Audi announced Wednesday that from now until March 31, it is offering a limited-time promotion of up to RMB 30,000 ($4,370) on its all-new pure-electric model, the AUDI E5 Sportback, bringing the starting price down to RMB 205,900.
The promotional move comes just five months after the model's official launch. As the first mass-produced model under the new "AUDI" brand jointly developed by Audi and SAIC, the E5 Sportback initially started at RMB 235,900 and secured over 10,000 orders within the first 30 minutes of its launch.
Consumers can now choose between a direct price reduction package — including purchase tax subsidies, cash rebates, and trade-in incentives — or financing plans offering either 5 years at 0% interest or 7 years at low interest rates.
The E5 Sportback is seen as Audi's key weapon in countering China's new wave of domestic electric vehicle makers.
Launched on September 16, 2025, the mid-size pure-electric coupe rivals the Nio Inc (NYSE: NIO, HKG: 9866) ET5 Touring in dimensions.
Built on an 800-volt high-voltage platform, it boasts a maximum range of 773 kilometers.
The vehicle also incorporates an end-to-end large model smart driving solution from Chinese startup Momenta and an AI-powered virtual assistant, aiming to meet Chinese consumers' high demand for smart features.
The E5 Sportback discounts come as traditional German luxury automakers BMW, Mercedes-Benz, and Audi engage in a price war in China.
According to a Tuesday report by local media outlet Lanjinger, Mercedes-Benz, BMW, and Audi are slashing prices on their gasoline-powered models amid soaring EV penetration and the rise of domestic brands.
Discounts on the BMW 7 Series reach up to RMB 270,000, while the Audi A7L sees price cuts exceeding RMB 180,000.
($1 = RMB 6.8715)
