Audi misses 2025 sales targets as trade tariffs and China competition weigh on results
Audi missed its 2025 delivery goals with a 2.9 percent drop in total sales. Results were driven by US tariffs and intense competition in the Chinese market.
Insights:
Audi reported on Wednesday that it fell short of its vehicle delivery targets for 2025, underscoring the significant challenges facing the premium automotive industry. The carmaker delivered 1.62 million vehicles throughout the year, missing its projected target range of 1.65 million to 1.75 million units. This performance represented a 2.9 percent decline in total sales compared to the previous year. As a primary subsidiary of Volkswagen AG , which also has listings as Volkswagen AG ADR , the company noted that while Europe and other emerging markets remained resilient, they could not compensate for sharp downturns in key global regions.
One of the most significant factors behind the shortfall was the shifting trade environment in the US 
US. North American sales for the brand plunged by 12.2 percent following the implementation of automotive tariffs. These levies were initially set at 25 percent in April before being reduced to 15 percent in August. The brand cited these trade policies as a primary driver of its performance difficulties, alongside a general cooling in demand within the premium segment during the transitionary period of the tariff adjustments.
US. North American sales for the brand plunged by 12.2 percent following the implementation of automotive tariffs. These levies were initially set at 25 percent in April before being reduced to 15 percent in August. The brand cited these trade policies as a primary driver of its performance difficulties, alongside a general cooling in demand within the premium segment during the transitionary period of the tariff adjustments.
