On September 21st， according to media reports， Tao Hailong， Party Secretary and General Manager of SAIC Volkswagen， stated in a recent interview that the E5 Sportback holds significant strategic importance for SAIC Audi and serves as a crucial starting point for their strategic transformation， emphasizing that “it can only succeed， not fail.”
Tao Hailong believes that the development of luxury brands in China， particularly in the new energy era， faces undeniable challenges. However， he asserts that SAIC Audi has identified a viable path for luxury brands to transition within the new energy market.
In November of last year， SAIC Audi announced the establishment of its new brand， AUDI. This marks the first new sub-brand in Audi’s 115-year history， featuring a new alphanumeric logo that runs parallel to the iconic four rings.
Approximately eleven months after its brand launch， AUDI’s debut model， the E5 Sportback， was officially released. With a starting price of 235，900 yuan， it garnered over 10，000 orders within the first thirty minutes of its launch. This initial market reception indicates strong consumer interest， suggesting that the product itself may resonate well with the target audience.
Tao Hailong further elaborated that in the current era， traditional luxury brands must actively engage and find localized solutions within China to thrive. Simultaneously， maintaining an open mindset， adapting to changing market dynamics， recognizing shifts， and pragmatically pursuing solutions are essential for navigating this new landscape. This approach underscores the need for flexibility and a deep understanding of the Chinese market’s unique requirements， especially as it rapidly evolves in the electric vehicle sector.
