by In 2026, Audi is taking two major steps to expand its model range. The company is launching the flagship Q9 SUV and the affordable A2 e-tron electric vehicle. Additionally, the first Audi car on an architecture from Rivian is expected in 2028. For the full year 2025, the brand sold 1,623,551 vehicles, of which 223,032 were electric.
Entering New Market Segments
Audi is finally entering the market segment it has long circled. This year will change with the arrival of the Q9—a true flagship SUV aimed at the full-size class. At the other end of the lineup, the brand is also reviving a familiar idea, confirming a new affordable electric vehicle that resurrects the A2 name.
Speaking at the 2026 annual media conference, CEO Gernot Döllner pointed to both novelties as key elements of Audi’s next step. “The new Audi Q9 strengthens our position in the USA and defines the pinnacle of our portfolio. And with the A2 e-tron, we are bringing a highly efficient entry point into electromobility to market in the fall of 2026, which is a clear statement about efficiency.”
For years, Audi dealers in North America have been asking for something larger and more impressive than the Q7. It sells quite well, but doesn’t quite provide the size, presence, or third-row seating space expected by full-size SUV buyers in the US. The Q9 is designed to fill that gap, appearing alongside the next-generation Q7, with both models confirmed for debut in 2026.
Audi Q9 | Photo: Baldauf
The Anticipated Q9 Flagship
Audi has not yet shown the Q9 in official form, but spy shots have already revealed almost everything. They show a large, upright SUV with split LED headlights, a wide grille, pronounced shoulder lines, and an expected three-row layout. It is aimed directly at the BMW X7 and Mercedes GLS and looks ready for that fight.
The large SUV will be built on a lengthened version of the Premium Platform Combustion (PPC) architecture, which supports both traditional engines and hybrid setups. The range is expected to go beyond the usual trims: the SQ9 will get a V8 engine, and a top-tier Horch version will compete with the Maybach offering.
Affordable EV and Rivian Partnership
While the Q9 will attract most of the attention in the US, Audi is preparing something quite different for Europe. The A2 e-tron, previewed in an official teaser, returns as a compact, affordable electric vehicle. Its debut is scheduled for fall 2026, and it will be built on the familiar Volkswagen Group MEB architecture.
Audi is also looking further into the future through its partnership with Rivian. The first model to use the new E/E architecture from the joint venture RV Tech is expected in 2028, and it is widely anticipated to take the form of a high-end SUV aimed at the Mercedes-Benz G-Class and Land Rover Defender.
Audi A2 E-Tron
Pressure from China and Strategic Goals
Looking at the bigger picture, Audi is aware of where the pressure is coming from. Specifically, China is forcing a rethink of approaches, not just for Audi, but for the German automotive industry as a whole.
“The industry and Germany as a whole need reinvention,” Döllner stated. “Today, the USA and China are setting the main technological trends, while Germany and Europe have fallen behind. Innovation for customers must once again become the highest priority.”
Nevertheless, the CEO believes Audi’s ambitious future goals are achievable: “Our growth targets for 2030 are both realistic and ambitious—and we are clearly positioning ourselves in our key regions of Europe, the USA, and China to achieve them.”
A Challenging Year and Financial Results
Audi delivered 1,623,551 cars in 2025, a slight decrease of 2.9% compared to 2024. Despite this, its progress in electromobility is gaining momentum: deliveries of battery electric vehicles grew by 36% to 223,032 units. A significant portion of this growth came from the Q6 e-tron (84,000 units) and A6 e-tron (37,000 units).
The Audi Group, which includes the Audi, Bentley, Ducati, and Lamborghini brands, generated revenue of €65.5 billion in 2025, 1.5% more than the year before. However, profit moved in the opposite direction. Operating profit fell by 13.6% to €3.37 billion, and the margin decreased to 5.1% from 6%. So, there is more cash inflow, but a smaller share of it remains with the company.
A significant part of this pressure came from US tariffs, which “cut” €1.2 billion from the bottom line. Despite this, net cash flow improved by 11.4% to €3,422 million.
“We completed a challenging year with solid finances,” said Audi CFO Jürgen Rittersberger. “The key now is to leverage all operational and financial opportunities to make Audi more efficient, competitive, and profitable.”
For 2026, Audi forecasts revenue in the range of €63 to 68 billion and an improved operating margin of 6-8%.
Planned new models like the Q9 and A2 e-tron, along with future projects with Rivian, indicate Audi’s strategic balancing act between meeting current market demands and investing in long-term technological trends. The 2025 financial results, despite revenue growth, clearly demonstrate the challenges facing traditional automakers: increasing competition, especially from Chinese manufacturers, and external factors like tariffs are putting pressure on profitability. The success of new models and partnerships will be critical to achieving the stated margin goals and maintaining competitive positions in key regions of the world.
