Audi sales drop in Q1 due to weak demand in China and North America

Audi reported a 6.1% decline in vehicle deliveries to 360,106 units in the first quarter of 2026. According to Reuters, the main cause is weaker demand in key core markets like China and North America. In China, the company's largest single market, deliveries fell by 12% to 127,109 vehicles due to factors including a slowdown in the auto market, the expiration of government incentive programs, and ongoing model changes. The decline was even sharper in North America, where deliveries dropped by 27% to 35,464 vehicles, impacted by U.S. import tariffs and regulatory changes. In contrast, Europe performed positively, with deliveries rising 5.9% to 123,724 vehicles, offsetting some losses from other regions. Sales in other international markets fell by 6.3%, attributed to geopolitical tensions and weaker demand in the Middle East. These figures highlight the ongoing challenges for European automakers in key global markets, with China becoming an increasingly difficult environment, while trade barriers and political factors in North America also impact sales performance