Is the Audi sales decline a signal that the brand isn’t resonating with shoppers or is priced incorrectly? Continued sales drops could be problematic.
Audi may have some protection against sales slumps. They are part of the large Volkswagen Group, but continued sales declines could spell trouble for the brand in America. With nearly all models showing lower sales than the years before, you have to wonder if the Audi US market performance is a sign that the brand has outstayed its welcome in America. Could the conservative nature of Audi luxury cars be a key factor in the sales drop, or maybe it’s that other brands have caught up to Audi’s previous tech advantage?
How bad was the Audi sales decline for 2025?
Audi just posted its worst American sales numbers since 2020, with a brutal 16% drop in 2025 following a 14% decline the year before. Nearly every model took a hit, and the numbers paint a grim picture for the German automaker. Even the popular Audi Q3 had a massive sales drop, posting a 27% decline compared to the previous year. Had Audi put too much emphasis on electric vehicle sales, and now it can’t turn things around? Are these global automotive industry trends or just an American issue?
The R8 was gone, but luxury car sales from 2025 show a few new customers
Although the Audi R8 was axed in 2024, a few models remained on dealership lots waiting for the right buyers to come around. Five new drivers chose the R8 during 2025, which means a few of these Audi supercars made it to drivers just in time. The last of the R8 models purchased in the United States might someday be a special vehicle that is worth a lot more than its original purchase price, but that could be several years down the road.
The Audi sales decline shows German automaker struggles
Typically, we don’t expect to see luxury German brands struggling in the United States. BMW and Mercedes-Benz don’t seem to have any trouble selling cars, and Porsche is well-known as one of the top performance brands in the world. Unfortunately, the past two years for Audi have not been as lucrative as previous years. In 2024, the brand only sold 196,576 cars, which represents a 14 percent decline compared to 2023, but 2025 was worse with only 164,942 cars sold. That additional 16 percent decline means Audi is on the downslide. Can Audi turn things around?
A transition year for some Audi models doesn’t explain it all
The declining sales figures for Audi are alarming. The brand sold more cars during the pandemic-stricken year of 2020 than it did last year. Every model took a hit, even the most popular models. The electric offerings didn’t fare well either. It’s a transitional year for the A5, A6, and Q5, but that doesn’t mean the new versions of these models will be capable of saving the brand from continued sales declines.
The small wins amid the Audi sales decline
Although it looks like all doom and gloom for the Audi brand with its sales dropping so sharply over the past two years, there are two bright spots. The Audi A7 is the only sedan model in the lineup to show an increase in sales from 2024 to 2025. That increase is only five percent, and as the largest sedan in the lineup, the volume is small, but an increase is an increase. The other model to also show a sales bump is the Q8, another flagship for the brand, which also experienced a five percent increase year-over-year.
We can’t really judge one Audi model yet
There would be three vehicles showing positive figures amid the Audi sales decline, but it’s not actually fair to put it in the same conversation as the rest of the Audi lineup. The Q6 e-Tron began to reach customers late in 2024, making 2025 its first full year on the market. Once the 2026 sales are in the books, we’ll have a much better understanding of how the Q6 e-Tron performed.
What should Aud do?
Audi might already be working to create vehicles or programs that combat this sales decline, but it still might take some time before they bounce back. Will Audi be able to continue to experience declining sales and stay competitive in America? Should the brand change something about its formula? How will Audi turn things around and put the past two years behind it?
This post may contain affiliate links. Meaning a commission is given should you decide to make a purchase through these links, at no cost to you. All products shown are researched and tested to give an accurate review for you.
