Wednesday 15 Jan
For the first time, Audi's global sales slipped below Tesla's in 2024. In 2024, Audi, a Volkswagen subsidiary, sold 1.67 million vehicles, a 12% decline year-over-year. In contrast, Tesla delivered 1.79 million vehicles.
This Audi sales drop stems from intensified competition in Europe and China, coupled with sluggish demand for its electric models. In China, luxury car orders for Audi dwindled, while European electric vehicle sales fell short of projections, dropping 8% to about 164,000 units.
The electric vehicle sales
slowdown has prompted production cuts across the industry. Volkswagen has reduced
production capacity, and Audi plans to close its Brussels plant due to weak
demand for the Q8 e-tron electric SUV.Tesla also faced challenges, recording
its first annual delivery decline in over a decade. Tesla delivered 1.79
million vehicles in 2024, a 1% decrease from 2023, narrowly retaining its crown
as the world's largest electric vehicle seller ahead of China's BYD.
Automotive and transportation expert Hashem Al-Fatayergy noted that Audi and Volkswagen face numerous hurdles, most notably the German government's suspension of electric vehicle subsidies due to budgetary constraints, impacting sales. He added that Volkswagen, and Audi specifically, have encountered significant challenges and fierce competition in the Chinese market – the world's largest automotive market – from Tesla and BYD.
