Catenaa, Monday, September 01, 2025- Audi could target long-term annual sales of at least 2 million cars, under a new strategy the premium brand is expected to release later this year as the US tariffs challenge European automaker.
The potential target, previously unreported, would be an annual record for the German luxury carmaker and points towards a more aggressive approach after some tough years that have seen its sales slip, Reuters said.
Audi has been a headache for parent Volkswagen, suffering from model launch delays and technological setbacks that have widened a gap with rivals, challenges that are being compounded by US car tariffs that forced the company to cut its outlook.
Under CEO Gernot Doellner, who took the helm in 2023, Audi is currently revamping its strategy and could include the long-term sales target when it briefs the public about its new plans later in the year.
For 2025, Audi is targeting vehicle sales of 1.7-1.8 million, following a 11.8% decline to 1.67 million last year.
The upbeat long-term outlook partly rests on greater expectations for the US, the world’s second-largest auto market after China, where Audi could nearly double sales from the roughly 200,000 cars sold annually in the US now.
Audi is trailing rivals in the US auto market, which, unlike Europe, is growing, and is betting that the brand could catch up even though painful import tariffs of 27.5% have cost it $702 million in the first half alone.
Like Porsche AG, Audi has no US production site, but the division has for a while considered setting one up, with a decision expected this year.
Last week, Brussels started the legislative process to lower tariffs on US goods, a precondition for Washington to retroactively cut EU auto import tariffs to 15% from August 1, something it has not done yet.
