Tesla has officially overtaken Audi in global sales for the first time, marking a significant shift in the luxury automotive market.
In 2024, Tesla delivered 1.79 million vehicles worldwide a slight 1.1% drop compared to the previous year. During the same time, Audi delivered 1.67 million vehicles globally —a 12% decline for the Volkswagen-owned brand. (via Automotive News)
What makes Tesla’s achievement even more noteworthy is its streamlined product lineup. Tesla operates with just four globally available models, the Model S, Model 3, Model X, and Model Y, alongside the recently launched Cybertruck, which is limited to the US and Canada. By contrast, Audi offers a vast array of vehicles, including electric, hybrid, and traditional internal combustion models.
Audi’s sales decline in 2024 is linked to multiple factors, including weakening demand for luxury vehicles in China, increased competition from local automakers, and reduced EV subsidies in Europe. While Audi’s electric vehicle sales fell 8%, its overall decline of 12% points to broader challenges, such as waning interest in combustion models and lukewarm reception to its EV lineup.
The drop in demand has led Audi to scale back production, even closing its Brussels facility that manufactured the electric Q8 e-tron.
Looking ahead, Audi is banking on a refreshed product lineup to reverse its fortunes. Newly launched models such as the A6 e-tron and Q6 e-tron, along with the introduction of the AUDI brand in China, aim to rejuvenate the company’s image and capture market share. The joint venture with SAIC in China, set to debut three mid- and full-size EVs, is a crucial part of this strategy.
