Volkswagen’s Audi brand is preparing a more ambitious long‑term strategy that envisions annual sales of at least 2 million vehicles, around 20% above 2024 levels, which would mark a record for the German luxury carmaker. This goal signals a shift toward a more aggressive growth stance after several difficult years characterized by declining sales, delays in new model launches, and technological setbacks that have widened the gap with key competitors. These internal challenges are being exacerbated by higher U.S. tariffs on imported cars, which have pressured profitability and forced a downgrade of Audi’s outlook.
Under the leadership of CEO Gernot Doellner, in charge since 2023, the company is overhauling its strategy and is expected to detail its new plans later in the year, potentially including the 2‑million‑unit target, though no specific deadline has been attached to it. In the short term, Audi forecasts sales of 1.7–1.8 million vehicles for 2025, following an 11.8% decline to 1.67 million units in the previous year. A key pillar of the more optimistic long‑term outlook is the United States, the world’s second‑largest car market, where Audi aims to almost double annual sales from the current level of about 200,000 cars.
However, the brand currently trails rivals in a U.S. market that is expanding faster than Europe and faces a 27.5% import tariff burden that has already cost an estimated 600 million euros in the first half of the year. Like Porsche, Audi lacks a production site in the United States and has been weighing the establishment of a local plant, with a decision anticipated this year; any facility could also function as an export hub, mirroring the strategy of Mercedes‑Benz and BMW. Strategic options include building a dedicated Audi factory or using Volkswagen’s existing production footprint, while trade negotiations between Brussels and Washington over reducing tariffs could further influence the brand’s cost structure and competitiveness.
Reference
Amann, C. (2025, September 1). Audi considers record 2 million car sales target in strategy revamp, source says. Yahoo Finance. https://finance.yahoo.com/news/audi-considers-record-2-million-134334838.html