THE EV SIDE OF AUDI IS CALLED AUDI, AND IT JUST UNVEILED THE RATHER INTERESTING E5 SPORTBACK
You know what’s better than a brand-new Audi? A brand-new brand of AUDI. Meet the AUDI E5 Sportback – the first production model from Audi’s bold new premium NEV brand in China, simply named AUDI (yup, in all caps, and no rings in sight). Making its world debut at the Volkswagen Group Media Night ahead of Auto Shanghai 2025, this machine isn’t just a car – it’s Audi’s digital-age flex in one of the world’s most tech-hungry markets.
“With our new China-only brand AUDI, we are continuing to push boundaries,” says Gernot Döllner, Chairman of the Board of Management of AUDI AG. “The E5 Sportback offers the very best qualities of Audi, reimagined for and tailored to customers in China.”
That means top-tier engineering, cutting-edge performance, and full-blown digital integration – all calibrated for China’s rapidly evolving automotive scene. And make no mistake, this isn’t just another electric Audi with a new badge. It’s a purpose-built platform, fine-tuned by Audi’s German R&D HQ but infused with the pulse of China’s high-speed digital lifestyle. Under that sleek Sportback skin, the E5 Sportback packs a punch. Choose from four electric powertrain options – 220, 300, 425, or a spicy 579 kW version. The latter rockets from 0 to 100 km/h in just 3.4 seconds, proving this isn’t just a pretty interface. All-wheel drive and rear-wheel drive options are on the table, supported by progressive all-wheel steering, adaptive air suspension, and Continuous Damping Control. A beefy 100 kWh battery delivers up to 770 km of range, and thanks to the 800-volt charging tech, you can zap in 370 km of range in just 10 minutes. Go ahead, grab a coffee – that’s all the time you’ll need. The E5 rides on the brand-new Advanced Digitised Platform, developed jointly to allow OTA updates across all systems and unlock new levels of smart interactivity. It’s not just connected – it’s living, learning, and evolving with the user. Market rollout begins in the European summer of 2025.
And that name? AUDI, in bold caps, no iconic four rings. It signals shared DNA with Audi AG, but also complete independence in identity. It’s a new chapter, written specifically for China. The E5 reinterprets Audi’s classic cues for a new audience. Wide shoulders, sculpted wheel arches, and a confident Sportback silhouette give it a planted, purposeful stance. There’s a new face too – a sleek AUDI Light Frame, minimalist and modern, with more than 1,000 triangular LED units delivering a dramatic light signature that blends art with algorithm. There’s a fluid black loop circling the car’s front and rear, seamlessly integrating lighting, sensors, aero elements, and radar systems. It’s a clean, futuristic aesthetic that hides the tech until it’s needed. Even the headlights vanish when inactive, then glow to life in animated brilliance. Inside, the E5’s cabin is a sanctuary of style and substance. Think immersive speakers, intelligent air vents, natural ambient lighting, and even a fragrance diffuser with bespoke scents. Materials are sustainably sourced and luxuriously finished – including 3D lamella-shaped wooden door inlays with indirect lighting, inspired by modern architecture. Up front, a 27-inch 4K panoramic display stretches pillar to pillar, connecting seamlessly with digital exterior mirrors. The centre console houses twin wireless charging pads (complete with active cooling) and open storage. Headrest speakers? Of course.
The new AUDI OS is the brains of the operation – a fluid, lightning-fast interface that adapts in real time. The layout is customisable, the controls intuitive, and the visual experience feels lifted straight from a sci-fi storyboard. At its heart is the AUDI Assistant, an AI-powered avatar that blends digital precision with personality. It responds to touch, voice, and even mood – and yes, you can adjust its vibe with a swipe. Smart meets soulful. Seamless smartphone connectivity, facial-recognition logins, and a China-native app store mean this digital cockpit is ready for the hyper-connected reality of modern megacities. The AUDI E5 Sportback is for a tech-forward lifestyle statement with the heart of Ingolstadt and the soul of Shanghai. It’s Audi, but not as you know it. Just don’t confuse it with the other Audi…
Take a look at the YouTube video that shows off the reveal of the first AUDI, not to be confused with Audi, at the 2025 Shanghai Auto Show. Interesting-looking thing: New AUDI E5 Sportback Concept - AUDI Brand Debuts its First Model | Planet Car News
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