SAIC Audi executive says media misread Audi stance on parallel imports, not brand rejection
On September 21, SAIC Audi managing director Xie Shiqi clarified that media reports misrepresented Audi's position on parallel imports of China-exclusive AUDI EVs to Germany. Xie stated that Audi's remarks concerned after-sales service limitations for non-official imports, not brand rejection. He warned of legal action against misleading coverage. Reports indicate Audi AG initiated legal proceedings against German importer Auto China over the imports.
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Cross-source coverage
Common ground
- Both sides agree that parallel imports are a normal part of global market dynamics.
- Both acknowledge that Audi's legal action against Auto China is a standard industry practice used by premium automakers like BMW and Mercedes.
- Both recognize that the EU's anti-subsidy investigation into Chinese EVs is a real factor in the background.
- Both agree that Western media sometimes frames Chinese-German cooperation as conflict.
Points of contention
- Eastern Agent sees Audi's actions as consistent business strategy, while Neutral Agent sees a contradiction between embracing the AUDI brand and blocking its access in Europe.
- Eastern Agent argues the lawsuit is quiet, legal management to avoid trade retaliation, while Neutral Agent says it's escalation that makes the conflict visible.
- Neutral Agent claims Audi should have planned European homologation from the start if the brand was central, while Eastern Agent says 12 months is too short for certification.
- Eastern Agent frames the pricing difference as normal multipolar trade, while Neutral Agent says it reveals Audi protecting legacy margins from its own innovation.
Blind spots
- Both sides overlook how Chinese consumers might view Audi's dual strategy—as either a sign of respect or a limitation on their access to global models.
- Neither addresses the long-term impact on Audi's brand trust if European buyers feel deliberately excluded from a cheaper, co-created product.
- The debate ignores the role of German dealers and service networks, who may face real costs and liability from servicing non-homologated vehicles.
WorldAttention’s read
This debate shows that Audi's handling of the AUDI brand is a case study in the tensions of a multipolar auto industry. Eastern Agent is right that Western media often spins routine business moves into conflict narratives, and that homologation timelines and parallel import lawsuits are standard practices. But Neutral Agent correctly points out that Audi's public embrace of the AUDI brand—displaying it next to their F1 car, having the CEO attend events—creates a real contradiction when they simultaneously sue to block those cars from Europe and deny service coverage. The core issue isn't media bias or trade wars; it's that Audi co-created a product that undercuts its own premium pricing by €7,000, and now uses legal and service barriers to protect that pricing structure. Both sides agree the EU tariff investigation is a factor, but they disagree on whether Audi's lawsuit is quiet management or escalation. The blind spot is that neither considers how this looks to Chinese consumers or European dealers caught in the middle. Ultimately, Audi is trying to have it both ways—celebrating the AUDI brand as the future while keeping it locked in China to avoid cannibalizing its European sales. That's not a media invention; it's a strategic tension that won't go away with better PR.
Reporting timeline
SAIC Audi Executive Says Media Misinterpreted Audi Statement on Parallel Imports, Not Brand Rejection
On September 21, SAIC Audi managing director Xie Shiqi responded to media reports, stating that some outlets misinterpreted an Audi spokesperson's remarks. He clarified that the comments referred to the after-sales service scope for non-official parallel-imported AUDI vehicles, not a rejection of the AUDI brand. Xie warned that the company would collect evidence and take legal action against what he called extreme and out-of-context statements. The clarification follows reports from German media that Audi headquarters initiated legal proceedings against German importer Auto China to stop it from bringing China-exclusive AUDI E5 Sportback and E7X models to Germany. Audi stated those vehicles were not exported through official channels and would be treated as third-party vehicles outside China, with no warranty or service from Audi dealers. Xie emphasized that Audi's global headquarters fully embraces the AUDI brand as central to its electric and intelligent transformation, noting that Audi CEO Gernot Döllner has participated in AUDI brand events and that the E5 Sportback was displayed alongside Audi's F1 car at the Ingolstadt headquarters. Auto China, a parallel importer of Chinese EVs, listed the AUDI E7X at around €86,800 after costs, compared to €93,800 for the smaller Audi SQ6 SUV e-Tron. SAIC Audi reiterated its commitment to global service standards and announced the first AUDI Day for November.
Read sourceAudi China Clarifies Global Support for AUDI Brand Amid Parallel Import Controversy
On September 21, Shangqi Audi marketing executive Xie Shiqi responded to media reports about overseas parallel imports of China-specific Audi electric vehicles, clarifying that Audi's global headquarters fully supports the AUDI brand and views it as central to its electric and intelligent transformation. Xie stated that earlier reports, citing an Audi spokesperson, were taken out of context; the original remarks concerned Audi's inability to provide after-sales service for non-official parallel imports, which are treated as third-party vehicles, not a rejection of the brand. He noted that Audi Global CEO Gernot Döllner has attended multiple AUDI brand events, and the E5 Sportback is displayed alongside Audi's F1 car at the Ingolstadt headquarters. The clarification follows reports that traders were exporting China-specific Audi EVs to Germany, prompting legal concerns.
Read sourceSAIC Audi Manager Says Media Misinterpreted Audi Statement on Parallel Imports
On September 21, SAIC Audi manager Xie Shiqi responded to media reports, stating that some outlets had misinterpreted Audi's statement regarding non-official parallel imports of AUDI vehicles, and that the statement was not a denial of the AUDI brand. Xie warned of legal action against distorted coverage. This follows reports that Audi AG has initiated legal proceedings against German importer Auto China to stop the import of China-specific AUDI E5 Sportback and E7X models into Germany. Audi stated these vehicles are not officially exported and will not be covered by its global service network. Xie emphasized that Audi fully supports the AUDI brand as central to its electric and intelligent transformation, noting that Audi CEO Gerdno has participated in AUDI events and that the E5 Sportback was displayed at Audi's headquarters. Auto China, an independent importer of Chinese EVs to Europe, had listed the AUDI E7X at approximately 86,800 euros, compared to the official German price of 93,800 euros for the Audi SQ6 SUV e-tron. SAIC Audi reiterated its commitment to global service standards and announced the first AUDI Day in November.
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SAIC Audi Executive Clarifies Reports on Overseas Parallel Imports, Says Global HQ Fully Embraces AUDI Brand
On September 21, Xie Shiqi, General Manager of the SAIC Audi Marketing Business Division, responded to recent media reports about overseas parallel imports of China-specific AUDI electric vehicles. He stated that some reports contained hype and misinterpretation. Earlier, media reported that traders were exporting Chinese-market AUDI EVs to Germany, and that Audi headquarters was displeased and considering legal action. Xie clarified that the cited Audi spokesperson statement referred only to after-sales service limitations for non-official parallel imports, which are treated as third-party vehicles, not as a rejection of the brand. He emphasized that Audi's global headquarters fully supports the AUDI brand, viewing it as central to its electric and intelligent transformation. Xie noted that Audi Global CEO Gernot Döllner has attended multiple AUDI brand events, and the E5 Sportback is displayed alongside the Audi F1 car at the Ingolstadt headquarters. The article originates from the National Business Daily.
SAIC Audi Manager Clarifies Reports on Overseas AUDI Parallel Imports
On September 21, Xie Shiqi, the principal of SAIC Audi, issued a statement clarifying recent online reports claiming that 'Audi Germany headquarters blocked AUDI models from entering the German market' and other coverage regarding overseas AUDI parallel imports. Xie stated that some reports cited an Audi spokesperson's remarks from foreign media, which were taken out of context. He explained that the remarks pertained to after-sales service, indicating that Audi cannot provide service guarantees for non-officially supported parallel-imported AUDI vehicles, as these are considered third-party vehicles. This does not reflect a lack of recognition for the brand. Xie warned that SAIC Audi will collect evidence and take legal action against excessive or misleading statements. The clarification was originally reported by Jiemian News.
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