Audi delivers nearly 1.7 million vehicles globally in 2024
12 per cent drop compared to 2023
Audi delivered around 1.7 million vehicles globally in 2024, with over 164,000 fully electric models. This represents a significant step in Audi’s ongoing model initiative despite a challenging year marked by difficult economic conditions, a highly competitive automotive market, and limited parts availability.
The total number of deliveries dropped 12 per cent, including an 8 per cent decline in electric vehicle (EV) deliveries compared to 2023.
According to Audi’s CEO, Gernot Döllner, the 2024 results were anticipated as part of a transitional phase. “We have a clear vision of how we are redefining Vorsprung durch Technik,” Döllner remarked, referring to the company’s commitment to its philosophy of innovation.
He emphasised that the current period is one of transformation as Audi rolls out a new product portfolio that includes over 20 new electric and combustion-engine vehicle models, expected to launch between 2024 and 2025. Over half of these models, such as the Audi Q6 e-tron and Audi A6 e-tron were unveiled last year.
While the new models are expected to boost sales in the long term, the effects will not be immediate. A significant part of the strategy also focuses on providing a comprehensive range of vehicles, including plug-in hybrids and traditional combustion-engine options, to cater to various customer preferences and market conditions.
“Despite the challenges, we are convinced that we will achieve our long-term goals,” added Döllner, acknowledging the global uncertainties that have affected Audi and the entire automotive industry.
Sluggish global economy
Audi’s key issue in 2024 was the sluggish global economic environment, further compounded by geopolitical instability and structural problems within the automotive sector.
The resulting reluctance among consumers, particularly regarding electric vehicle purchases, hurt sales. Marco Schubert, Audi’s Board Member for Sales and Marketing, explained, “Challenging economic conditions and unclear government incentives contributed to a certain hesitation to buy, especially when it comes to fully electric vehicles.”
The company also faced challenges in key markets such as China, North America, and Europe, though it continued to perform well in certain regions. In Europe, excluding Germany, Audi delivered 466,000 units in 2024, down almost 6 per cent from the previous year. However, electric vehicle deliveries saw a slight increase in Europe, up 6 per cent, with the Audi Q4 e-tron proving particularly popular, delivering 108,000 units globally.
The launch of the Audi Q6 e-tron in the third quarter also showed promise, with 15,000 deliveries recorded. Other models, such as the Audi Q5 and Audi A6, remained strong performers, alongside the Audi Q3, which saw 215,000 deliveries.
However, Audi’s performance in Germany was less favourable. Deliveries declined by 21 per cent, totalling just over 198,000 vehicles. Approximately 22,000 were fully electric, a 33 per cent drop.
The UK, France, and Italy all saw slight decreases in deliveries. The UK delivered around 123,000 units (a decline of 11 per cent), France about 48,000 (down by 3 per cent), and Italy showed a marginal increase of 1 per cent, with over 67,000 vehicles sold, including around 3,000 electric vehicles.
In North America, Audi sold almost 241,000 vehicles in 2024, a 13 per cent drop compared to 2023. Of these, around 29,000 were fully electric, marking a decrease of 6 per cent in the region.
In China, Audi’s performance was also impacted by intense competition, with the company delivering just over 649,000 units, a decline of 11 per cent compared to the previous year. Sales in overseas and emerging markets were similarly affected, with deliveries falling 18 per cent to just over 116,000 units.
Despite these challenges, Audi’s strong commitment to its model initiative has ensured that the company remains well-positioned for the future. Schubert reaffirmed that Audi’s approach, combining electric vehicles, plug-in hybrids, and combustion-engine models, would continue to provide customers with a robust and flexible offering.
“With our clear strategy and the strong commitment of our retail partners and international teams, we are setting ourselves up for the future,” he concluded.
Image: Audi Q4 35 e-tron. Credit: Audi
