Audi’s China-only EV sub-brand has sold just 7,070 units of its E5 Sportback since August 2025, with January sales dropping to 605 units. In response, Audi cut prices by 30,000 RMB ($4,350), lowering the entry price to 205,900 RMB ($29,850). Despite winning the 2025 China Car of the Year award, the model has faced criticism over buggy software and slow charging speeds. Audi has reshuffled its China leadership — the third German premium brand to do so this year, following BMW and Mercedes-Benz. China sales fell 5% in 2025 to 617,514 vehicles, with fully electric sales down 44%.

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