Audi E5 Sportback China Price Sparks European Buyer Fury

A viral YouTube video exposing the Audi E5 Sportback’s €40,000 ($47,000) China price tag has ignited outrage among European buyers.

Why it matters: German consumers are learning they pay at least double for equivalent Audi EVs built in their own country.

The Details

• German YouTuber Jean Pierre Kraemer (JP Performance) featured the China-exclusive E5 Sportback, calling its 770-horsepower specs “incredible” at that price point.
• The video has garnered nearly 1 million views and 5,000 comments in days, with viewers accusing VW Group of “ripping off” German customers.
• A fully-loaded E5 Sportback has already been shipped to a German buyer via importer Auto China GmbH.
• Volkswagen Group confirmed it has “no plans at this time” to export its China-exclusive EVs to Europe, except the Cupra Tavascan.
• Audi launched the E5 Sportback in China in September 2025 under a new electric sub-brand with its local partner SAIC, dropping the iconic four-rings logo.

By The Numbers

• China Price (High-Spec): €40,000 ($47,000)
• Power: 770 horsepower
• Comparable German Models: A6 e-tron, S6 e-tron
• Estimated German Equivalent: At least double the China price
• VW China EV Target: 30 electric and hybrid vehicles by 2027

EVXL’s Take

This viral moment exposes the uncomfortable reality behind Volkswagen’s “In China, for China” strategy. As Bloomberg reports, vehicles developed for China’s hyper-competitive market are “conceptually, technologically, and regulatory tailored” and “cannot be transferred one-to-one to Europe.” Translation: Chinese buyers get cutting-edge EVs at aggressive prices while Europeans subsidize higher-cost German manufacturing.

This frustration will only intensify as VW Group continues offshoring its best EV technology. As we documented when VW opened its €2.9B China R&D lab, the company is now fully developing vehicles outside Germany for the first time in its 88-year history. The E5 Sportback’s price gap shows exactly why.

Frequently Asked Questions

• Can Europeans buy the Audi E5 Sportback? Not officially. Some buyers are importing through companies like Auto China GmbH, but VW has no export plans.
• Why is the E5 Sportback so much cheaper in China? Lower labor costs, local supply chains, and intense domestic competition from BYD and other Chinese EV makers force aggressive pricing.
• What is Audi’s China sub-brand? Audi and SAIC launched a separate electric nameplate without the four-rings logo to appeal to younger Chinese buyers.