Audi China and SAIC Audi deny AUDI brand rejection amid German parallel import lawsuit
On September 21, Audi China and SAIC Audi issued statements clarifying that Audi AG's legal action against German parallel importer AUTO CHINA is not a rejection of the AUDI brand, but a move to protect overseas consumer rights. The AUDI brand, a joint venture between Audi and SAIC, is an all-electric brand exclusive to China, launched in November 2024. The legal action targets unauthorized importers selling AUDI E5 Sportback and E7X models in Germany without official support. Audi China emphasized that the AUDI brand is a key pillar of its dual-brand strategy and that there are no current export plans.
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Audi China Clarifies AUDI Brand Is Key Pillar of Dual-Brand Strategy After Misleading Reports
On September 21, Audi China issued a statement to clarify the role of the AUDI brand following what it described as misleading reports. The statement explains that Audi AG's recent legal actions target unauthorized importers selling AUDI vehicles in overseas markets without official support, and are intended to protect consumer rights by ensuring warranty and service coverage. Audi China emphasizes that these actions do not reflect a lack of confidence in the brand. The company asserts that the AUDI brand is a new all-electric brand established in China and is a vital component of Audi's dual-brand strategy. The statement aims to correct public misunderstandings that have negatively impacted the AUDI brand's image.
Read sourceAudi China Denies Rumors That German Headquarters Rejects AUDI Brand, Clarifies Legal Action
On September 21, Audi China issued a statement denying rumors that the German headquarters does not recognize the AUDI brand, which were sparked by misinterpretations of foreign media reports. The rumors originated from reports that Audi's German headquarters had taken legal action against an importer who brought AUDI-branded E5 Sportback and E7X electric vehicles, designed exclusively for the Chinese market, into Germany via parallel imports. Audi clarified that the legal action targets unauthorized importers and aims to protect overseas consumers, as the European dealer network cannot provide after-sales service for these non-official vehicles. The company emphasized that AUDI is a new all-electric brand jointly developed with SAIC Group for China, launched in November 2024, and is a key pillar of Audi's dual-brand strategy. Audi also announced the establishment of the Audi Innovation Technology Center (AITC) in Shanghai on September 3, 2026, a joint R&D entity with SAIC dedicated to developing four new AUDI models based on the ADP 2.0 platform.
Read sourceAudi China, SAIC Audi Deny Reports That HQ Blocked AUDI Brand From Entering German Market
Audi China and SAIC Audi issued separate statements on September 21 clarifying that Audi AG's legal action against German parallel importer AUTO CHINA is not a rejection of the AUDI brand, but a move to protect overseas consumer rights and prevent unauthorized sales. The AUDI brand, a joint venture between Audi and SAIC, is an electric vehicle brand exclusive to the Chinese market, leveraging China's smart EV supply chain. The German importer AUTO CHINA had been selling two AUDI models (E5 Sportback and EX7) in Germany at prices significantly higher than in China—€59,980 (≈¥462,000) versus ¥319,900 domestically—creating a price gap of about ¥142,000. Audi China President Johannes Roscheck stated in early September that there are no export plans for the AUDI brand. Industry analysts note that as Chinese EV competitiveness grows globally, similar conflicts are likely to increase. German KBA data shows Chinese auto brands held a 4.0% market share in Germany in the first eight months of 2025, up sharply year-on-year.
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Audi China, SAIC Audi Deny Reports AUDI Brand Is Banned from German Market
Audi China and SAIC Audi issued statements on September 21 clarifying that Audi headquarters' legal action against German parallel importer AUTO CHINA is not a rejection of the AUDI brand, but a move to protect overseas consumer rights and address unauthorized sales. The statements respond to media interpretations of Audi's lawsuit against AUTO CHINA, which imports the AUDI E5 Sportback and EX7 models from China to Germany, exploiting a price gap of about 14.2万元 (€59,980 in Germany vs. ¥319,900 in China). Audi China emphasized that AUDI is a new electric brand exclusive to China, part of its dual-brand strategy, and that there are no current export plans. An industry analyst noted the conflict highlights growing tensions as Chinese EV brands expand globally. German KBA data shows Chinese auto brands' market share in Germany rose to 4.0% in Jan-Aug 2025.
Read sourceSAIC 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.
Read sourceSAIC 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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