Audi's 2024 sales report is out, and it's not pretty

With sales down across multiple models, Audi faces a challenging road ahead. Here's a closer look at the troubling numbers.

KourtneyKardashian

Jan 15, 2025 - 11:51

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Audi's 2024 sales report is out, and it's not pretty

Things are not looking good in Germany, and we're not talking about Volkswagen this time around. Audi sold fewer cars in 2024 than it did in 2023, and we’re not talking about a small decline. The company faced significant setbacks, with double-digit percentage losses for some of its models.

In terms of annual sales, Audi sold 196,576 vehicles in 2024, a 14 percent drop from the 228,550 vehicles it sold in 2023.

Multiple models plummeted in popularity

Nearly every model in Audi's lineup experienced a decline in earnings, regardless of their body style. The Audi A4, one of the company's staple executive sedans since 1994, saw nearly half as many sales as it did last year.

Audi A4 - 48% drop

Audi A3 - 30% drop

Audi A7 - 13% drop

Audi e-Tron GT - 10% drop

On the SUV side, the segment that has been the darling of most automakers lately turned out to be the opposite for Audi. Although their losses here paled in comparison to the A4 alone, they were still in the double digits.

Audi Q7 - 28% drop

Audi Q8 e-Tron - 27% drop

Audi Q8 - 24% drop

Audi Q5 - 23% drop

Despite its significant drop, the latter Q5 remained the brand's best-seller, moving 56,799 units.

There aren't many silver linings for the German automaker

Audi had a handful of positive news, although they hardly overshadowed the massive losses. The Q3 has officially become a volume seller, selling 32,090 units in 2024 and marking a solid 45 percent jump from the previous year.

A few other models saw an uptick in popularity, though they were marginal at best. The A5 (+4 percent), A6 (+2), Q4 e-tron (+5), and the Q4 Sportback e-tron (+8) all saw gains.

Weirdly, Certified Pre-Owned sales shot up 29 percent, with Audi managing to move 48,225 units. That means 11,000 more cars were sold than the year before, although it didn’t specify which models were the most popular.

2024 Mercedes-Benz E450 wagon
Mercedes-Benz

How does Audi fare against the competition?

Although Audi's sales were down, those of its contemporary rivals, BMW and Mercedes-Benz, were up. In 2024, BMW sold 371,346 vehicles, including over 50,000 battery EVs.

Mercedes-Benz sold 374,101 units in 2024, a mere 998 more than in 2023, but still enough for the brand to claim the sales crown against both of its homeland nemeses.

On the other side of the globe, Lexus, which could arguably be considered Audi's Japanese sibling, also suffered a loss in sales but still sold 209,953 vehicles. That isn't anywhere near as many as BMW or Mercedes-Benz, but it still knocks Audi even further down the list.

Final thoughts

It’s not clear what’s causing Audi sales to tumble, but it's fair to say that the Volkswagen conflict in its native Germany may play a role. Audi has launched few new models this decade, leaving room for other carmakers to summon fresh offerings and appeal to the buyers it is losing.

If it can turn things around fast enough with a new sports car, it might revitalize the brand to garner new appeal. Reborn Quattro, anyone?