Audi is pushing ahead with its largest-ever product offensive in China, accelerating lineup upgrades and the rollout of new products and advanced technologies under both its Four-Rings and AUDI brands for the world's biggest automotive market.

At the ongoing 2026 Auto China show, the German premium automaker is showcasing a range of models and technologies designed to meet local consumer demands. These include the global premiere of the E7X, the second mass-produced model under the China-specific EV brand AUDI, as well as the all-new Audi A6L and Audi A6L e-tron.

Gernot Doellner, chairman of the board of management at AUDI AG, said: "We are advancing a dual-brand strategy under strong partnerships with FAW and SAIC and making advancements in both the electric and combustion vehicle markets. By the end of 2027, Audi will launch 10 new models in China."

The AUDI brand, launched in 2024, has gained traction in the high-growth EV segment, particularly among young and tech-focused buyers. Audi deepened its collaboration with SAIC in mid-April to set up an Innovation and Technology Center in Shanghai, dedicated to developing four new intelligent electric models.

"Our approach in China is very clear: combining Audi's heritage and DNA with China-specific innovations. This strong combination, supported by solid local partnerships, enables us to deliver smarter, more intuitive experiences in both electric and combustion vehicles," Doellner said.

The centerpiece of Audi's booth is the E7X SUV, the second production model of the AUDI brand following the E5 Sportback.

According to Fermin Soneira, CEO of the Audi and SAIC Cooperation Project, the E5 Sportback has achieved sales of over 10,000 units since its launch in September, proving the AUDI brand's strong appeal among China's tech-savvy adopters. With the E7X slated to hit the market in the first half of 2026, the brand is taking a major step to strengthen its presence and enter the mainstream premium SUV segment.

Built on the Advanced Digitized Platform, the E7X spans 5,049 millimeters in length, 1,997 mm in width and 1,710 mm in height, with a 3,060 mm wheelbase, offered in both five-seat and four-seat configurations.

The model adopts a high-performance 900-volt ultrafast charging architecture and provides two powertrain options: a 300 kilowatt rear-wheel-drive version and a 500 kW quattro all-wheel-drive variant, capable of sprinting from 0-100 kilometers per hour in 3.9 seconds.

It will be equipped with 100 and 109 kWh battery packs, with the higher-capacity version delivering a China Light-Duty Vehicle Test Cycle range of over 750 km and enabling a 10 percent to 80 percent fast charge in just 13 minutes. Its lidar-powered advanced driving assistance system has been calibrated to adapt to China's complex road and traffic conditions.

The model will be produced at the AUDI Intelligent Production Site located in Anting, Shanghai, with every production process meeting Audi's strict global quality standards.

Soneira noted that AUDI's customer profile shows that the brand is attracting a younger demographic who are not only tech-savvy but considering alternatives from startup brands.

"These customers are exactly what we hoped for. They are younger, more technology-driven and open to exploring different options. They also appreciate the value Audi offers," said Soneira. He added that this also proves that the AUDI and Four-Rings brands have achieved complementarity in customer groups.

In collaboration with FAW, Audi is developing the new A6L e-tron based on the Premium Platform Electric, which features an 800 V architecture, strengthening its electric vehicle offerings for the Chinese market.

As Audi's first mid-to-large fully electric sedan in China, the A6L e-tron expands the A6L family with a pure-electric option. Its extended wheelbase, longer by 132 mm, houses a large 107 kWh battery pack. Paired with high-efficiency electric drives and optimized aerodynamics, it achieves a maximum CLTC range of 815 km.

The cabin is equipped with state-of-the-art smart interactive features, including AR-HUD that projects virtual driving prompts up to 200 meters ahead for enhanced road integration and immersive interaction.

Retaining Audi's signature sporty handling, the A6L e-tron achieves an ultralow drag coefficient of just 0.22, enhancing both efficiency and driving stability.

All China-market PPE-based models, including the Audi Q6L e-tron, Q6L Sportback e-tron and A6L e-tron, are produced at the Audi FAW NEV Company in Changchun, Jilin province.

Beyond electrification, the Four-Rings brand is upgrading its internal combustion lineup with multiple new models built on the PPC platform having been rolled out sequentially, including the Audi A5L, A5L Sportback, new Q5L and the all-new A6L, which launched in late March.

Johannes Roscheck, president of Audi China, said: "Audi was the first premium auto brand to enter China and we have been committed to the market for nearly 40 years with over 10 million vehicles sold."

"The Four-Rings and AUDI brands carry distinct brand identities and address two different customer groups: one values time-tested premium, performance and brand heritage, while the other prioritizes digital innovation and unique brand identity. Whether they choose a combustion engine vehicle or an electric vehicle, their final decision will still be Audi," he said.

When addressing the industry's price war, Doellner said Audi is committed to avoiding unfair price cuts that harm early buyers. Working closely with dealer partners, it has rolled out targeted measures to stabilize transaction prices and protect consumer rights.

"Given our significant market share in the premium ICE segment, it is our responsibility to ensure that we do not contribute to further escalating the price war ... We are doing everything possible to reduce costs in order to manage the situation effectively. While this benefits customers, it is equally vital for us to maintain our financial stability," Doellner added.