Audi Reports Falling Sales And Reduced Revenue For 2024

Audi is among the last automakers to release its 2024 financial figures. The newly released results suggest that the automaker may face challenges in the future. However, the company already plans to improve and expects to have one of the youngest product portfolios in its market segments when these vehicles arrive by the end of the year.
The Audi brand alone delivered 1,671,218 vehicles worldwide in 2024, down 11.8 percent from the 1,895,240 models sold in 2023. Deliveries of electric models fell 7.8 percent to 164,480 units. The company’s financial report cited economic issues and “a fierce market environment” as reasons for the fall in sales.

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What’s Going On At Audi?

“Global economic changes and intensified international competition are posing major challenges to Audi and the industry as a whole. We are facing this reality with the courage to break new ground and with confidence in our traditional strengths,” says Audi CEO Gernot Döllner.

The automaker’s boss also said the company planned to focus on China and North America in the near future. “At the same time, we are working intently on creating more efficient structures throughout the entire company, with a view to getting innovations onto the road faster,” Döllner said.
Check Out Audi’s Financial Results

Figure

2024 Result

2023 Result

Total Brand Group Deliveries

1,692,548

1,918,912

Audi Deliveries

1,671,218

1,895,240

Revenue

64.532 Billion Euros

69.865 Billion Euros

Operating Profit

3.903 Billion Euros

6.28 Billion Euros

Operating Margin

6.0 Percent

9.0 Percent

Net Cash Flow

3.072 Billion Euros

4.74 Billion Euros

Financial Result

1.097 Billion Euros

1.423 Billion Euros

Profit After Tax

4.189 Billion Euros

6.26 Billion Euros

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Audi Division Results

Audi, Bentley, Ducati, and Lamborghini operate under one umbrella in the Volkswagen Group family of brands. Bentley moved 10,643 vehicles in 2024, which was down from 13,560 models in 2023. Ducati delivered 54,495 motorcycles – a slight fall from 58,224 bikes in the prior year. Lamborghini posted a record of 10,687 sales, up from 10,112 cars the previous year.
Tallying all these brands’ results shows a drop in total deliveries. Across all the cars and motorcycles, the divisions moved 1,692,548 units, which was down from 1,918,912 units in 2023.

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What’s Next?

Audi is already looking toward the future. In 2024 and 2025, the company plans to introduce 20 new or updated models. According to the company’s plans, half of those vehicles would be electrified models, and several of them are PHEVs. The new products include the latest A6 and Q3.
Audi intends to introduce ten new or upgraded products before the end of the year, such as the A6 E-Tron, Q5, A5, and A6 Avant. Not all of these models would be available in the U.S., though. Meanwhile, China is getting market-specific vehicles from its partners, such as SAIC.
Audi is paying back some of this success to its workers through a profit-sharing program. On average, German employees should get around the current equivalent of $5,800 (5,310 euros). Last year, workers got 8,840 euros.
Audi expects 2025 to be another challenging financial year. The company predicts a slightly weaker overall growth compared with 2024. However, we have to wait to see what happens.

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TopSpeed’s Take

Audi’s sales fell in 2024, but the company has outlined a strategy to turn things around this year. New and updated products should bring more people into showrooms. With 20 new or updated vehicles on the horizon, there’s a lot to look forward to. The challenge for the brand is that its competitors are also improving their lineups.