Audi Is Thinking About Setting A New Sales Goal Of 2 Million Cars Annually

Audi could target long-term annual sales of at least 2 million cars, up a fifth from 2024, under a new strategy the premium brand is expected to announce later this year, according to a person familiar with the matter.

The potential target, which was not previously disclosed, would be a record year for the German luxury carmaker and indicates a more aggressive approach after several difficult years in which sales have fallen.

Audi has been a headache for parent company Volkswagen, which has been plagued by model launch delays and technology hiccups that have widened the gap with the competition, challenges compounded by US auto tariffs that have forced the company to cut its forecasts.

Under CEO Gernot Dolner, who takes the helm in 2023, Audi is currently revamping its strategy and could include a long-term sales target when it informs the public of its new plans later this year.

The person did not tie the target of 2 million vehicles to a specific year.

For 2025, Audi is targeting vehicle sales of 1.7-1.8 million, after falling 11.8% to 1.67 million last year.

The optimistic long-term forecasts are partly based on higher expectations for the United States—the world’s second-largest auto market after China—where Audi could nearly double sales from the roughly 200,000 cars currently sold annually in the US, the person said.

Audi declined to comment on the report.

Audi is lagging behind rivals in the US auto market, which, unlike Europe, is growing, and is betting the brand could catch up even though painful 27.5% import tariffs cost it 600 million euros ($702 million) in the first half of the year alone.

Like Porsche AG, Audi does not have a manufacturing facility in the US but has been considering establishing one for some time, with a decision expected this year.

Dolner previously said any plant in the United States could also serve as an export hub, similar to the large local production facilities operated by rivals Mercedes-Benz and BMW.

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