Audi has reported global deliveries of approximately 1.7 million vehicles in 2024, including over 164,000 fully electric vehicles (EVs). While this reflects an 11.8% overall decline compared to 2023, the automaker remains focused on its ambitious model initiative and long-term strategy to reshape its product portfolio.
Navigating Challenges in 2024
The year 2024 was described by Audi as a "transitional phase," marked by economic challenges, intense competition, and supply chain constraints. Audi CEO Gernot Döllner emphasized the significance of the company's ongoing transformation:
“We have a clear vision of how we are redefining Vorsprung durch Technik. Despite challenges, we are convinced that we will achieve our long-term goals with a clear product and technology roadmap.”
Audi’s phased introduction of over 20 new models between 2024 and 2025 is central to this strategy. Among the highlights are the new battery-electric Audi Q6 e-tron and Audi A6 e-tron, alongside updated combustion-engine models like the Audi A5 and Audi Q5. The automaker plans to expand its offerings further in 2025, introducing new plug-in hybrids and revamping key models like the Audi A7 and Audi Q3.
Regional Performance and Market Insights
Audi experienced varied performance across global markets:
- Europe: Audi delivered approximately 466,000 vehicles (–5.9%), with EV sales increasing by 6% to nearly 81,000 units.
- Germany: Sales declined by 21.3% to 198,000 units, including 22,000 EVs (–33%).
- United Kingdom: Deliveries reached 123,000 units (–11%), with the UK contributing 15% of Audi's global EV sales.
- North America: Audi sold nearly 241,000 vehicles (–13%), including 29,000 EVs (–6%).
- China: Deliveries stood at 649,000 units (–10.9%), reflecting the region’s competitive landscape.
Despite the challenges, specific models like the Audi Q4 e-tron saw strong demand, with nearly 108,000 units delivered globally. Additionally, the newly launched Audi Q6 e-tron achieved nearly 15,000 deliveries since its market debut.
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Looking Ahead
Marco Schubert, Audi's Board Member for Sales and Marketing, acknowledged the year’s hurdles but highlighted the automaker’s adaptability:
“With our three-pronged approach of electric cars, plug-in hybrids, and combustion-engine vehicles, we are positioned flexibly and robustly for the coming years.”
Audi’s focus on sustainability and innovation continues to drive its efforts to capture the premium EV market. The company remains committed to achieving long-term growth while navigating uncertainties in government incentives and consumer behaviour.
While 2024 presented significant challenges, Audi’s resilience and forward-looking strategy signal its determination to lead the premium automotive market. The ongoing model initiative, underpinned by a diverse product lineup and strong regional partnerships, positions Audi for success in the years ahead.
