Unlike Mercedes and BMW, Audi does not build any of its vehicles in the US

                                        https://www.carscoops.com/author/bradcarscoops-com/                                    

Audi reached a major milestone in 2023, selling more cars in a single year than at any point in its history, with 1,895,240 vehicles delivered worldwide. The record was short-lived, however, as sales slipped by 11.8 percent the following year. While many would expect the brand to pivot away from chasing volume after such a decline, a new report suggests Audi is instead preparing for an even bigger push.

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According to an unnamed source speaking with Reuters, the company is setting its sights on reaching annual sales of at least 2 million vehicles. The initiative is said to come directly from chief executive Gernot Doellner, although the timeline for achieving that goal has not been made public.

Short-term ambitions

For the current year, Audi is reportedly targeting between 1.7 and 1.8 million sales, which would mark a solid rebound after 2024’s weaker results. The same source added that the United States is being considered as the most important growth opportunity. Audi currently moves around 200,000 cars annually in the US, but internal discussions reportedly point to an ambition of nearly doubling that figure.

If Audi can grow its annual sales to the 2 million mark, it will be hot on the heels of Mercedes-Benz and BMW. Last year, Mercedes sold 1,983,400 vehicles, while BMW was able to shift 2,200,217 units.

Considering American production

The growth strategy is not limited to sales targets. Reports suggest Audi is also exploring the idea of building vehicles in the United States, a move that would bring it in line with Mercedes-Benz and BMW, both of which already operate large plants there. Without local production, Audi has been more vulnerable to trade policies, including tariffs introduced during Donald Trump’s presidency.

The idea of a US factory has reportedly been under review for some time, and later this year the company is expected to make a decision. Beyond serving the American market, such a facility could act as an export hub, producing cars for other regions while reducing exposure to tariffs and supply chain bottlenecks.