Core Viewpoint - The Audi E5 Sportsback is considered a significant product in the Chinese automotive market, reflecting current industry trends and posing a competitive threat to domestic brands [2][3][9]. Group 1: Product Significance - The Audi E5 Sportsback received over 10,000 pre-orders within 30 minutes of its launch, indicating strong market demand and product appeal [3]. - The model features a high adoption rate of the quattro all-wheel-drive system, with nearly 60% of initial orders opting for this configuration [3]. - The vehicle's color option, "Morning Purple," was chosen by 35% of buyers, showcasing its aesthetic appeal [3]. Group 2: Key Strategies - Audi's approach with the E5 Sportsback includes localizing technology, innovating brand strategy, and implementing disruptive pricing [5][8]. - A global team was formed between Audi AG and SAIC to integrate Audi's technological expertise into the E5 Sportsback, particularly highlighting the quattro system's performance [6]. - The introduction of a new "AUDI" branding, rather than the traditional four-ring logo, aims to attract a younger, tech-savvy consumer base [8]. Group 3: Market Context - The E5 Sportsback represents a shift in the luxury automotive sector, as traditional brands adapt to the growing dominance of local electric vehicle manufacturers [11]. - Audi's sales of electric vehicles in China were only 7,564 units in the first half of the year, while the penetration rate of electric vehicles in the luxury market exceeded 40% [11]. - The collaboration with Chinese tech companies like Huawei and CATL is essential for traditional luxury brands to remain competitive in the rapidly evolving market [12]. Group 4: Competitive Landscape - The E5 Sportsback's pricing strategy, ranging from 235,900 to 319,900 yuan, directly targets the price segments of emerging domestic brands [8]. - The competitive environment is intensifying as new generation products from luxury brands like BMW and Mercedes-Benz prepare to enter the Chinese market, challenging the current dominance of local new energy vehicle brands [13].

它最终的上市表现也印证了这一点。 国内汽车市场每月都有近百款新车型发布，但其中极少能称得上是"重要"之作。最近上市的奥迪E5 Sportsback绝对是"相当重要"的一款。 这款车在正式上市前，就已经获得了业内关注。某头部新势力车企的产品相关人士曾向虎嗅汽车坦言，奥迪E5 Sportsback给他们带来的"威胁感"，已经超越 了许多自主子品牌的产品，如何应对合资车企的"左勾拳"，已成为他们内部的重点关注事项。 作者丨李赓 头图丨上汽奥迪 为了E5 Sportsback，奥迪AG（德国）与上汽专门组建了全球团队，为这款产品注入了奥迪的技术积累与产品实力。以此次被E5 Sportsback所搭载的、燃油 时代最能代表奥迪的四驱技术quattro为例，就源自奥迪在底盘开发和驾驶动态控制的数十年经验（包括众多顶级赛事中的实践经验）。上汽奥迪在发布会 上，展现了quattro给E5 Sportsback带来的出众操控，后者能够非常地实现各种漂移过弯动作。 尽管正式售价与预售价格没有更大幅度的优惠，但奥迪E5 Sportsback依旧在上市后30分钟内，拿到了超过1万辆的大定订单。在首批订单中，配备quattro四 驱系 ...