The VW Group’s premium brand plans an aggressive strategy to catch up with rivals and reshape its image in the luxury market.

Audi is entering a new era. With the unveiling of the Concept C (2025), the German automaker is not only introducing a fresh design language but also addressing long-standing criticism of its interiors. More importantly, it’s setting an ambitious target: 2 million cars sold annually.

The Race for Luxury Leadership

Audi believes its transformation will allow it to directly challenge Mercedes-Benz and possibly surpass its sales volume in the coming years. But the road won’t be easy.

Let’s take a closer look at the numbers:

Brand (2024)	Global Sales	Market Position
BMW	2,200,217	#1
Mercedes-Benz	1,983,400	#2
Tesla	1,789,226	#3 (EV leader)
Audi	1,671,218	#4

🔹 In 2023, Audi came close to its new goal with 1,895,240 cars sold.
🔹 In 2024, however, sales dropped 11.8%, allowing Tesla to overtake the brand.
🔹 To reach 2 million, Audi must reverse this trend and expand globally.

Entry-Level Shake-Up

Audi is reshaping its portfolio:

• A1 and Q2: to be discontinued.
• A3: returns as the entry-level model.
• Electric Expansion:
  • 2026 → new affordable EV.
  • 2027 → production version of the Concept C.

Sports cars remain niche, but Audi hopes its new targa-top coupe can spark a “TT Moment 2.0”, just like the original TT did in the late 1990s.

Focus on the United States

The U.S. market will be critical. Audi sold 196,576 cars there in 2024 — a 14% drop from the previous year. To change course, the company is considering local production to bypass tariffs, potentially doubling sales in the region.

At the same time, Audi is revisiting its powertrain strategy. The company has walked back its 2032 deadline to abandon combustion engines, signaling a slower, more pragmatic transition to electric mobility.

Will Audi Succeed?

The ambition is clear: 2 million sales per year and a stronger position against Mercedes-Benz. But the challenge is enormous. Audi must rebuild momentum, balance combustion and electric models, and win back ground in key markets like the U.S.

One thing is certain — the Concept C is more than just a car; it’s the symbol of Audi’s new era.