In 2015 Audi AG achieved a new sales record. Compared with 2014, worldwide deliveries increased by 3.6% to over 1.8 million vehicles. This total was reached despite the fact that the representatives of the current model initiative - the new Q7 and new R8 - were not yet available in all regions.
Audi confirmed its position as the most successful premium brand in Europe and China while in the US the brand grew at twice the rate of the market. Around 158,450 customers worldwide chose an Audi in December, an increase of 5.6%, meaning that the company has increased its sales for the 72nd successive month.
"With sales of 1.8 million, we have surpassed the target set in our Strategy 2015 of 1.5 million cars by 300,000," says Rupert Stadler, Chairman of the Board of Management of Audi AG. "2015 has proved that Audi is solidly on track and that we are able to master a year that presented various challenges very successfully."
Regarding developments in the sales regions, sales chief Dietmar Voggenreiter explains "In Asia, we adapted very flexibly to the slower market pace and consistently geared our activities toward healthy and profitable businesses. With strong results in the United States and the successful launch of our model initiative in Europe, foundations for Audi's further growth have been successfully laid."
The new generation of Audi models is well underway. The newest generation of the best selling Audi A4 was launched in Europe in November 2015 and will appear in overseas markets this year. The new Q7 has been available in Europe since June 2015 and celebrated its premiere in China at the end of the year, in advance of its arrival in the United States and other major markets in 2016.
The entire SUV range grew disproportionately in 2015, gaining 6% across all Q models to around 537,950 vehicles worldwide. The A3 and its variants contributed to Audi's growth with an increase in sales of 20.3% to approximately 372,750 units. Further, with deliveries of around 29,950 units (+87%), the TT became the best-selling compact sports car in the premium market.
The full size class strengthened Audi even further in Europe. As well as the Q7 (+103.8% to around 27,050 vehicles), sales of the A6 rose significantly with an increase of 9.9% to around 99,800 cars delivered. European sales rose by 4.8% across all models to a new record of around 799,950 units. In December, the first full month for the A4, European deliveries climbed by 17.5% to around 57,650 vehicles. Audi has increased its annual sales in Europe by almost a quarter over the last five years, while the overall market has only recovered to its 2010 level so far. Leading the positive trend for Audi in 2015 were Spain (+16.5% to 44,587 vehicles) and italy (+10.3% to 54,054 vehicles). Audi also sold more automobiles than ever before in Germany (+5.7% to 270,063 vehicles) and the UK (+5% to 166,817 vehicles). However, conditions remained tough in Russia (-24.6% to 25,650 customers in 2015).
In the US, Audi celebrated passing the 200,000 mark for the first time in its history: rising 11.1% to 202,202 units and doubling its sales within five years. In December, despite a voluntary temporary stop to sales of diesel modes, deliveries were up by 6% to 20,399 vehicles. With sales rising 22.6% to 52,006 SUV models for the year, the Q5 set a strong pace and led the Q family boom. The most popular sedan in the US premium market was the Audi A3 Sedan (+52.4% to 32,119 customers). This strong performance in America was supported in particular by Canada (+9.1% to 26,754 cars), Mexico (+9.3% to 14,147 cars) and Brazil (+38.7% to 17,130 units).
Audi once again achieved high sales levels in China in 2015, ending the yar with 570,899 customers, slightly below the comparative figure for 2014 (-1.4%). December represented the second best month in the company's history in this market with 60,197 units, 3.8% below the record level set in the same month last year. The launch of the A3 Saloon as another locally produced model in late 2014 had created high customer traffic at dealerships. Over the course of the next months, Audi will introduce various new models throughout its Chinese product portfolio. By the summer of 2016 successors will be launched for models that represent around 60% of total Audi sales in China.
In Ireland, Audi reported a 22% increase in registrations in 2015 and forecasts an even stronger 2016. 5,211 new Audi vehicles were registered between 1 January and 31 December. With a 32% share Audi led the irish premium car market in 2015. Audi also achieved a 4.2% share of the overall Irish car market. Audi Ireland's 2015 sales volume performance has recovered to 2007 pre-recession levels, despite the brand operating in a smaller car market today 66% the size of 2007.