Why is Audi finding it difficult to compete in the Indian market this year?

New Delhi: Audis always had some of the finest portfolios with the likes of R8 and TT RS ruling the entry-level of the supercar segment. Even in luxury supercars, you had the likes of the RS4 competing at the same level with the BMW’s M3 and Mercedes-Benz’s AMG C-Class. The portfolio is still strong with the likes of the RS e-tron GT and the A4 among more. However, more recently, they have been playing a catch-up game with their sales.

Audi India have announced the retail sales of just 3,197 units in the first nine months of 2025, showcasing the harsh times that the German brand is encountering in a challenging market environment. The number puts them behind their direct rivals of Mercedes-Benz, BMW and JLR (Jaguar Land Rover), which have led in the segment so far. 

For Audi, the year has been about dealing well with the geopolitical developments that came with the complicated market scenario, all of which had a major impact on the brand. 

Audi’s numbers have grown a little, having previously reported sales of just 2,128 units in the first half of this year. It was standing in contrast to Mercedes’ 9,013 units, BMW’s 7,774 units and JLR’s 3,214 units in the same time. JLR’s sales were their best half-yearly sales of the year. 

Head of Audi India, Balbir Singh Dhillonnoted that the year was quite a challenge in the luxury segment, but with the GST 2.0 coming in and the strong festive demand coming in, the sales momentum is expected to be restored. 

Audi’s certified pre-owned vehicle division, known as the Audi approved:plus, have shown resilience and came with a five per cent growth to the same period of 2024. The segment is operating through 26 facilities across the country, with plans for an addition of one more location before the year-end, which shows a decent interest in the used car industry. 

Audi India is continuing to improve their customer value through quite a few initiatives. There is the "Charge My Audi” program have expanded access to around 6,500 public charging points across India, supporting the brand’s electric mobility increase. Further, customer-focused programs also include the Audi Dash Cam launch, which comes in partnership with Ajio Luxe. 

The brand is emphasising their commitment to deliver more premium ownership experiences while still being a serious competitor in the luxury automobile segment, despite the volatility of the market this year. Audi even went on to note recently that they would like to catch up to Mercedes and have a global sales of 2 million units, which would surpass their 2023 record of 1.9 million. Audi’s global sales saw an 11.8 per cent fall in 2024 from its previous year's sales.