当奥迪率先放下身段，这一刻BBA已没有退路

Core Insights - Audi E5 Sportback was launched on September 16, starting at 235,900 yuan, with promotional pricing bringing it down to the 220,000 yuan range, achieving over 10,000 pre-orders in just 30 minutes [2] - This launch represents a significant shift for Audi, marking a departure from traditional luxury pricing strategies in the electric vehicle market, aiming to gain market trust through competitive pricing and local supply chain integration [2][10] - The collaboration between Audi and SAIC is highlighted as a model of "German luxury's speed in China," with comprehensive localization in R&D, production, and supply chain for the E5 Sportback [2][5] Product Features - The E5 Sportback features a new AUDI OS developed by a Chinese team, utilizing the Qualcomm 8295 chip, and includes an advanced voice assistant comparable to Siri, enhancing user interaction [4] - Audi has partnered with Momenta to develop a unique driving assistance system, acknowledging the need for innovation in intelligent driving technology [4][5] - The design of the E5 Sportback is based on extensive user research, combining elements from the RS6 and TT models, and features a unique star diamond light curtain with 942 LED lights [5][6] Performance and Quality - The vehicle is equipped with dual motors, delivering 787 horsepower and 800 Nm of torque, achieving 0-100 km/h in 3.4 seconds, while maintaining Audi's quattro heritage [6][7] - Audi emphasizes that the E5 Sportback will adhere to high safety and quality standards, despite its lower price point, produced in a modern factory with over 70% automation [8][9] - The challenge remains for Audi to balance rapid development with maintaining the quality and safety standards expected of a luxury brand [9] Market Positioning - The E5 Sportback signifies a strategic shift in the competitive landscape among luxury brands in China, with Audi taking a more aggressive approach compared to Mercedes and BMW [10][11] - The pricing strategy and localization efforts may force competitors to reconsider their own strategies in the electric vehicle market [10][11] - The success of the E5 Sportback could redefine the luxury electric vehicle market, challenging existing norms and potentially leading to intensified competition among luxury brands [11]