Gasgoo Munich- The 9th China International Import Expo opened in Shanghai on November 5. Audi unveiled the new S5 Avant under its legacy four-ring badge and the E7X electric SUV under the new AUDI brand, highlighting its push for a dual-brand strategy and localized innovation in the Chinese market.
Image Source: Audi
Audi is currently advancing its internal combustion engine and electric vehicle businesses through a dual-brand, dual-partner approach in China. While the legacy four-ring brand covers luxury models across various powertrains, the new AUDI brand is rooted in China's innovation ecosystem, focusing exclusively on high-end electric mobility.
The new S5 Avant on display marks the first S-series model built on the PPC (Premium Platform Combustion) platform. Powered by an upgraded 3.0-liter V6 engine, it blends high-performance driving dynamics with the practical space of an Avant wagon.
Image Source: Audi
The E7X, meanwhile, stands as the first pure electric SUV under the AUDI brand. Built on the Advanced Digital Platform (ADP), it features a 900-volt architecture, quattro all-wheel drive, and advanced driver-assistance systems. Its digital cockpit includes AI-driven interaction and flexible seating arrangements—clear signs of localized development tailored to Chinese consumer demands.
"China is pivotal to Audi's global transformation and long-term success," said Gernot Döllner, CEO of Audi. Facing intense competition, the automaker plans to combine its global technological edge with local innovation and faster R&D response times to solidify its standing in the Chinese market.
Fred Schulze, CEO of the Audi SAIC strategic cooperation, noted that the E7X embodies the deep integration of Audi's global engineering heritage, local Chinese R&D capabilities, and an efficient decision-making mechanism.
As its dual-brand lineup expands, Audi is leveraging the synergy between its global technology system and local Chinese R&D to strengthen its presence in both the luxury internal combustion engine and high-end electric vehicle segments.
