Audi’s Record Sales and New Goals
In 2023, Audi reached a historic high, selling over 1.8 million cars worldwide. However, the following year, sales volumes fell by 11.8%. Despite this, the German brand does not intend to abandon its ambitious growth plans.
Key points of Audi’s strategy:
The initiative to increase sales comes directly from CEO Gernot Döllner, although the exact timeline for achieving this goal has not yet been disclosed.
Short-Term Plans and Focus on the USA
This year, the company plans to sell between 1.7 and 1.8 million cars, which would be a significant recovery after the 2024 downturn. The USA is seen as a key growth market: currently, Audi sells about 200,000 units there per year, but internal discussions point to the possibility of almost doubling this figure.
Reaching the mark of 2 million cars sold would bring Audi closer to its competitors – Mercedes-Benz and BMW, which sold 1.98 million and 2.2 million units respectively last year.
Potential Production in the USA
The development strategy includes not only increasing sales but also expanding production capacity. In particular, Audi is exploring the possibility of building plants in the USA, which would avoid vulnerability to customs tariffs that existed during the presidency of Donald Trump. Such a decision could also turn American facilities into an export hub for supplying cars to other regions.
A final decision on establishing production in the USA is expected by the end of this year. This step will not only strengthen the brand’s position in the American market but will also provide additional stability in the face of global trade challenges.
The global automotive market continues to change, and players like Audi are forced to seek new paths for growth. Local production, especially in key regions such as North America, is becoming an increasingly important factor in competitiveness. Furthermore, increasing sales volumes may be accompanied by a push in electrification and innovative technologies, aligning with the overall trends of the automotive industry.