US Has More Potential Than China, Europe, Audi CEO Says
Summary
Audi’s CEO says the U.S. market holds the most potential for the company’s future growth. Audi is focusing on new SUV models, the Q7 and Q9, designed especially for North American customers to better compete with rivals BMW and Mercedes-Benz.Key Facts
- North America is the second-largest new vehicle market globally and a top priority for Audi.
- Audi of America sold 164,942 vehicles in 2025, a 16.1% drop from 2024.
- BMW sold 388,897 vehicles in the U.S. in 2025, up 4.7%, and Mercedes-Benz sold 343,200 vehicles, up 1%.
- Luxury vehicles make up about 12.5% of U.S. auto sales, with 1.6 million luxury SUVs sold annually.
- Audi’s new Q7 and Q9 SUVs include upgrades like better technology, comfort, lighting, and more power.
- The Q9 is a large, three-row SUV designed with U.S. customer needs in mind, including bigger cup holders and a redesigned center console.
- The Q9 will compete with BMW X7 and Mercedes GLS, while the Q7 targets BMW X5 and Mercedes GLE.
- Audi’s CEO reviewed customer feedback and made significant improvements for U.S. buyers in these new models.
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