Audi China has issued a statement to address recent online reports that claimed Audi’s German headquarters were blocking Audi models from entering the German market. The clarification aims to correct misunderstandings and reaffirm the brand’s commitment, particularly in China.
Clarifying the Scope of Legal Action
The core of the issue, according to Audi China’s official statement, stems from legal actions taken by Audi headquarters against importers selling Audi vehicles without official authorization in overseas markets. The company emphasizes that these actions are primarily intended to protect the legitimate rights and interests of overseas consumers.
Audi China’s statement specifically addresses the misinterpretation of a prior announcement. The original intention was to inform the public that the European Audi dealer network cannot provide after-sales service guarantees for officially unsupported parallel imported AUDI vehicles entering the European market. This was not a statement of non-recognition of the brand itself, but rather a clarification regarding service limitations.
The AUDI Brand in China
The statement also serves to highlight the distinct role of the AUDI brand in China. Audi China stressed that AUDI is a new electric brand established in China as a crucial pillar of Audi’s dual-brand strategy. This distinction is important as reports may have conflated actions related to parallel imports with the official brand strategy within China.
As previously reported by IT之家, Audi launched the new AUDI brand in collaboration with SAIC Group in November 2024. This brand utilizes the ‘AUDI’ wordmark instead of the iconic four rings logo. The first model under the AUDI brand, the E5 Sportback, was launched in September 2025 with a starting price of 235,900 yuan. More recently, in May of this year, the second model, the AUDI E7X, was introduced with a starting price of 269,800 yuan.
Protecting Consumer Rights and Brand Image
Audi China’s clarification underscores its dedication to consumer protection and maintaining brand integrity. By explaining the context of the legal actions and service limitations, the company seeks to prevent further misinformation that could negatively impact the AUDI brand’s image.
The company’s stance is clear: while taking measures against unauthorized imports and clarifying service boundaries, the AUDI brand remains a key component of Audi’s future in the dynamic Chinese automotive market, particularly in the burgeoning electric vehicle sector.
