In 2024, Tesla's global sales reached 1.79 million units, surpassing Audi for the first time, despite falling short of expectations. Tesla's success comes amid fierce competition in Europe and China, as well as challenges from weakening demand for electric vehicles. Audi, a brand under Volkswagen Group, saw its global sales drop by 12% to 1.67 million units, with declines in key markets like Germany, China, and North America. Audi's electric vehicle deliveries also decreased by 8% to approximately 164,000 units.
Despite Tesla's achievement, it narrowly leads over China's BYD in global pure electric vehicle sales, marking the first annual decline in Tesla's deliveries in over a decade. The Tesla Model Y SUV remains one of the world's best-selling cars and is set for a redesign.
German automakers are grappling with reduced luxury car demand in China, facing uncertainty about when the market might recover. Additionally, after several European countries cut electric vehicle subsidies, sales in Europe fell short of expectations. These challenges prompted profit warnings from major carmakers like Volkswagen Group, Mercedes-Benz Group, and BMW Group in 2024.
In response to slowing sales, automakers have begun reducing production. Volkswagen Group has cut production capacity for its namesake brand, and Audi plans to close a factory in Brussels due to low demand for the electric Q8 e-tron SUV. Audi aims to boost sales by updating models such as the A7 sedan and Q3 SUV. Audi's CEO, Gernot Döllner, announced plans to introduce more new plug-in hybrid models.
