Audi takes legal action over Chinese-market electric vehicles in Germany

Audi has initiated legal proceedings against the importer Auto China after models intended exclusively for the Chinese market were offered to customers in Germany. These vehicles, including the AUDI E5 Sportback and E7X, are part of a joint venture with Chinese manufacturer SAIC.

To appeal to a younger, digital-focused demographic in China, these models utilize a specific branding strategy: the name is written in capital letters as “AUDI” and notably omits the brand’s iconic four-ring logo. While the vehicles share the name, they are developed on a separate platform and are deeply integrated into the Chinese digital ecosystem. An Audi spokesperson stated, “We have initiated legal steps against the importer and will consistently enforce our rights.”