Meet The First AUDI That's Not An Audi.
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Meet The First AUDI That's Not An Audi
Audi
Audi is a German automaker that produces a range of luxury vehicles that combine sporty driving dynamics with the latest technology. Its history goes back over 100 years and includes both production cars and a rich racing heritage. Now owned by the Volkswagen Group, Audi rivals BMW and Mercedes with a range of luxurious sedans and SUVs in all the core premium segments.
- Founded
- 1909
- Founder
- August Horch
- Headquarters
- Ingolstadt, Germany
- Owned By
- Volkswagen Group
- Current CEO
- Gernot Döllner
The AUDI E5 Sportback will be the new marque's first model, and it looks nothing like other Audis, such as the Q5. The electric Sportback model was designed by both Audi designers in Germany and engineers in China, giving the automaker a long-range EV that is more in tune with that market's demand for high tech and high style.
AUDI E5 Is The First From A New Brand
"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."
The E5 is the first AUDI not Audi, and also the first model based on the company's new Advanced Digitized Platform. The model is similar in size to the concept AUDI revealed last November, at 192 inches long and 58 inches tall.
Audi management talks about AUDI having Audi design details that have been redesigned with "unexpected nods to Chinese preferences." Those preferences include round wheel arches and a grille very different from the Audi singleframe design.
The E5 debuts a new China-specific light signature that works as the vehicle's grille. It has more than 1,000 individual light units with precise beam control and the ability to light and dim in zones for nighttime safety.
Interior Much More Traditional Luxury Than Audi
On the inside, the E5 features immersive speakers, hidden air vents, and a fragrance diffuser meant to offer calm in a Chinese megacity. It's a much softer and more inviting cabin than we've seen from other Audi models. One that, frankly, seems more luxurious than any Audi.
The drive experience and handling are the result of Audi's German engineers. It offers four-wheel steering and an adaptive air suspension, and the company says it "embodies Audi’s legendary driving dynamics."
Driver assistance includes a LiDAR-based suite with 29 sensors. It is designed for complex city driving, and AUDI says it can handle the country's chaos of trikes and delivery riders. It also has extensive parking assistance support, including the ability to remember how to navigate a garage so you don't need to each time.
Audi brought four other models to 2025 Auto Shanghai. The four were all long-wheelbase variants, including the A5L and A5L Sportback, the Q5L, and the A6L e-tron. The four offer wheelbases ranging from 3 inches longer for the A5s to 4.9 inches for the Q5 and 5.2 for the A6, delivering much more interior space in a country where many buyers demand that extra cabin room.
Looking at this AUDI E5 makes us wonder just one thing, and it's not why the company has launched a new brand. It has us wondering why Audi doesn't bring the E5 here instead of the ho-hum e-tron models it does bring.
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