German automaker Audi delivered approximately 1.7 million vehicles worldwide last year, marking a 12% decline. This decline allowed American EV giant Tesla Inc. to overtake Audi in global vehicle sales.
Key Developments
- Audi attributed the decline in overall deliveries to challenging economic conditions, a competitive market, and limited availability of parts.
- Despite launching new models, including all battery electric vehicles in 2024, the impact on global sales has been gradual.
- The company saw significant declines in key markets, including:
- 21% decline in Germany
- 13% drop in North America
- 11% drop in China
Audi’s Electric Vehicle Sales
- Out of the total deliveries, over 164,000 were fully electric models, representing an 8% decline compared to 2023.
- Marco Schubert, Board Member for Sales and Marketing, stated that “challenging economic conditions and the lack of transparency in government incentive structures are causing a certain reluctance to buy, affecting the entire industry, especially when it comes to fully electric vehicles.”
Why It Matters
- The decline in EV sales contributed to Audi’s overall deliveries decline, enabling Tesla to overtake it in global vehicle deliveries with approximately 1.79 million vehicles delivered in 2024.
- Tesla’s deliveries fell by about 1.1% in 2024 compared to 2023, marking its first annual decline in vehicle deliveries. However, the company still managed to surpass its rival, Audi.
Tesla’s Achievement
- Tesla celebrated its achievement on social media, thanking its owners around the world for their support.
- The company’s post read, “Thank you to our owners around the world – you rock!”
Conclusion
The shift in global sales leadership from Audi to Tesla marks a significant milestone in the automotive industry. As the demand for electric vehicles continues to grow, companies like Tesla and Audi will need to adapt to changing market conditions and consumer preferences to remain competitive.