Audi AG reported a global delivery of approximately 1.67 million vehicles in 2024, marking an 11.8% decline compared to 2023. The year was characterized as a transitional period, with Audi adapting to challenging economic conditions, intensified competition, and a gradual rollout of its revamped product portfolio.
Shifting Focus: Audi’s Vision for the Future
Audi CEO Gernot Döllner emphasized the company’s ongoing transformation, stating, “2024 was a pivotal year as we transitioned toward our new product portfolio. Despite global uncertainties and intense competition, we remain confident in achieving our long-term goals.”
With over 20 new models planned for 2024 and 2025, including the fully electric Audi Q6 e-tron and A6 e-tron, Audi is advancing its strategy to meet evolving market demands. Upcoming key launches in 2025 include the next-generation Audi A7, Audi Q3, and additional plug-in hybrid offerings.
Electric Push Amid Market Challenges
Audi delivered more than 164,000 fully electric vehicles in 2024, an 8% decrease year-on-year. The Audi Q4 e-tron led electric sales, with nearly 108,000 units sold globally. Since its launch in Q3, the Audi Q6 e-tron recorded 15,000 deliveries.
Marco Schubert, Board Member for Sales and Marketing, highlighted the evolving market: “Economic stagnation, structural issues, and unclear government incentives have slowed consumer interest, particularly in fully electric vehicles. However, with our balanced portfolio of electric, plug-in hybrid, and combustion-engine vehicles, we are well-positioned for the future.”
Regional Sales Performance
- Europe (Excluding Germany): Audi delivered 466,000 vehicles (–6%), including 81,000 electric vehicles (+6%). Top models included the Audi A3 (84,000 units) and Q3 (79,000 units).
- Germany: Sales fell to 198,000 units (–21%), with electric vehicle deliveries down 33%.
- North America: Audi sold nearly 241,000 units (–13%), including 29,000 electric vehicles (–6%).
- China: In a highly competitive market, deliveries dropped to 649,000 units (–11%).
- Overseas and Emerging Markets: Deliveries declined by 18% to 116,000 units.
Model Highlights
The Audi Q5, A6, and Q3 were the best-performing models, with 298,000, 244,000, and 215,000 units sold, respectively. Audi Sport’s high-performance vehicles saw a 14% decrease globally but achieved record sales in the U.S., with over 9,000 units (+4%).
As Audi enters 2025, the company aims to continue its model offensive and strengthen its position in the electric and hybrid markets. “With over 20 new models by 2025, we are rejuvenating our portfolio and ensuring sustainability and premium quality remain at the forefront,” said Döllner.
Audi’s adaptability and commitment to innovation underscore its readiness to navigate the challenges of a dynamic automotive industry, positioning itself for sustainable growth in the years ahead.
