The partnership between Chinese automaker SAIC and German brand Audi has created a new electric sub-brand called AUDI, which has already made a splash in the Chinese market. With its reliable all-weather performance, reasonable prices and robust German style, AUDI has managed to stand out. However, its presence in Europe has sparked reactions from Audi, which is not happy with the unofficial introduction of its cars to the European market.
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Audi, recognizing the growing importance of the Chinese market, has decided to invest in a new electric sub-brand, AUDI, in partnership with SAIC. Its choice to abandon the iconic “four circles” logo in favor of four capital letters suggests a strategic move to differentiate itself and adapt to local tastes. At the same time, Audi has maintained its traditional German design language with its long roof and its reputation for building beautiful cars.
Despite Audi's intention to restrict the sale of Audi cars in China, European buyers seem to have had other plans. German importer Auto China is said to have facilitated the import of Audi cars into the European Union, prompting a reaction from Audi. According to Automobilwoche, Audi has initiated legal proceedings against the importer, aiming to prevent the purchase and sale of more Chinese Audis in Europe.
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The new AUDI E7X, a fully electric SUV, is one of the models that has attracted attention. It is offered with a choice of two lithium-ion batteries, with capacities of 100 kWh and 109.3 kWh, and in four configurations. The variant with the largest battery and two-wheel drive (2WD) offers a range of up to 751 kilometers. In addition, there is also an all-wheel drive (AWD) version “Quattro” with an output of 500 kW, or about 670 horsepower, which is available at least in China.
Audi’s move to take legal action highlights the importance it places on protecting its market and its rights. The company seeks to maintain control over the distribution of its products and prevent them from being introduced unofficially into markets where it has not chosen to make them available. This issue highlights the challenges that automakers face in a globalized world, where consumers have access to products from all over the world through unofficial channels.
This situation also has wider implications for the electric vehicle market in Europe. Growing demand for electric cars, combined with stricter environmental regulations, makes Europe an attractive market for manufacturers. However, the unofficial import of cars can create challenges for companies trying to maintain their pricing policy and protect their rights.
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This development highlights the need for clear regulations and cooperation between manufacturers and local authorities to ensure the smooth functioning of the market and the protection of consumers. Audi, by taking legal action, sends a clear message that it will defend its rights and seek to maintain control over the distribution of its products, while ensuring the quality and reliability that its customers expect from the brand.
