De Vector

Audi moves to block import of Chinese AUDI models

The German carmaker is taking legal action against an importer that offered two China-exclusive electric models in Germany.

Audi is trying to prevent two electric models from its Chinese sister brand AUDI being sold in Europe through parallel imports. The company has announced legal action against German importer Auto China.

The models in question are the AUDI E5 Sportback and the AUDI E7X. They were developed with Chinese carmaker SAIC for the Chinese market and are sold under the name AUDI in capital letters, without the traditional four-ring logo.

Audi itself presents the models as part of a China-exclusive brand strategy. In an official statement about the E7X, the company calls the car an electric model developed specifically for China. A Volkswagen investor presentation also states that the models are not being offered for sale in Europe.

Despite this, Auto China offered the two vehicles in Germany. According to reports on the case, this involved parallel imports: vehicles are imported and offered outside the official European sales channel. The importer reportedly intended to arrange the necessary approval and registration itself.

Audi confirmed to German trade publication Automobilwoche that it had taken legal action against the importer. The company has not publicly disclosed all the details of the proceedings. It is therefore not yet clear which trademark rights or other legal grounds are being invoked.

The offers disappeared from Auto China’s website shortly afterwards, according to German reports. This does not automatically mean that a court has banned the imports. Nor is it known whether the case has already been finally decided or whether the parties could still reach a settlement.

The issue touches on a broader tension in the European car industry. Manufacturers are increasingly developing models and software in China tailored to the local market, while European importers and consumers may be interested in cheaper cars or vehicles equipped with different technology.

For consumers, the key point is that a parallel-imported car does not automatically form part of the manufacturer’s official European network. Warranty, parts, software, servicing and liability may be arranged differently. The precise implications of this case for future imports of Chinese electric cars will have to emerge from the legal proceedings.

Respond to this article

← Back to the edition