Audi wants to block the import of Chinese AUDI E7X. The brand dispute is reaching Europe
Audi has initiated legal action against the German importer Auto China, which brings into the European Union electric models of the AUDI brand developed in partnership with SAIC. According to Automobilwoche, these are vehicles intended solely for China, including the AUDI E7X SUV with a power output of up to 500 kW, or around 670 horsepower.
The German manufacturer faces a rather peculiar issue here. The AUDI brand, written in uppercase without the four rings, officially belongs to its Chinese project. At the same time, Audi does not want its vehicles in the European market.
AUDI was supposed to stay in China; importers found a loophole
AUDI was created as an electric brand for China, developed by Audi and SAIC. These cars differ from European Audis not only in their logo. Instead of rings, they feature a large AUDI lettering, and their style is more angular and more “Germanized in a Chinese way” compared to many new models from the Volkswagen Group.
Auto China planned to import such cars into Europe on its own. Audi responded by filing lawsuits or legal actions against the importer to stop further purchases and sales of Chinese AUDIs.
The manufacturer’s stance is firm. Cited by Automobilwoche, Audi stated that it “will consistently enforce its rights.”
This is not yet a debate about whether the E7X can legally meet European technical requirements. The core issue concerns control over distribution, naming, and the market. The company does not want its premium Chinese model to start competing with European Audi Q4 e-tron or Q6 e-tron before it decides to introduce it there.
AUDI E7X has specifications that could attract European customers
The AUDI E7X comes in four powertrain options and two lithium-ion batteries with capacities of 100 and 109.3 kWh. The longest claimed range is 751 km according to Chinese standards, for the version with a larger battery, rear-wheel drive, and a 300 kW engine.
The all-wheel-drive version delivers 500 kW. These figures place the E7X closer to Chinese premium SUVs like the Zeekr 7X or larger Aito models than to the European Audi Q4 e-tron.
However, the marketing aspect needs to be set aside. 751 km in the Chinese cycle does not equate to 751 km on a European route, and a car imported outside the official network may pose issues with homologation, maintenance, parts, and software updates.
Audi is trying to halt imports before Chinese AUDIs become a recognizable alternative to “real” Audi in Europe. Would you buy such a car without official service if it were significantly cheaper than the Q6 e-tron?
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