Audi as the big loser in the German auto industry – missed targets
Created: 01/10/2023 21:41
By: Dominik Jahn
Audi the big loser in the auto industry – missed targets.
© dpa/ Hendrik Schmidt
Audi misses its October 2022 revised down targets.
The sales figures of the VW subsidiary are disappointing.
Experts see the automaker as a clear loser.
With these values, there should be little joy at Audi.
The car manufacturer with its plants in Ingolstadt and Neckarsulm announced its sales figures for 2022 on Tuesday (January 10).
After it was already clear a few days ago that the group had to put up with a severe setback on the US market, the next setback is now following.
Even if some media had recently reported on expected whopping profits for 2022, these numbers do not hide the difficult times, as
echo24.de
reported.
The bankruptcy statements from the board level and the associated classification of the statements as well as the increasing pressure on Audi and the other German manufacturers on the Chinese market fit well into the picture.
Audi misses its sales targets for 2022
According to its own figures, Audi only sold 1.61 million cars last year.
The automaker only corrected its forecast for the past year in October.
Now the group is also missing this target.
In search of the reasons for the poor result, those responsible cite delivery bottlenecks, challenges in the logistics chain and the tough corona lockdowns in China.
Company: | Audi |
---|---|
Head office: | Ingolstadt |
Founding: | July 16, 1909, Zwickau |
umbrella organization: | Volkswagen AG |
In the "Handelsblatt" (article behind the payment barrier) the conclusion on the figures of Audi and other large car manufacturers such as BMW or Mercedes is clear.
For Jürgen Pieper, analyst at Bankhaus Metzler, one thing is very clear: "In a five-year view, Audi is certainly the big loser among the three German premium manufacturers." And as far as the VW subsidiary is concerned, he adds reasons to his statement.
Audi had "run out of ideas a bit"
in recent years and there are no
results from the about-face by the new VW CEO Oliver Blume.
BMW and Mercedes fare better
According to the report, after 2021, BMW was able to sell more cars last year than its direct competitors Mercedes and Audi.
In 2022, the Munich-based carmaker will deliver a total of 2.4 million vehicles worldwide.
It also says:
"Without the BMW brands Mini and Rolls-Royce, sales were around 2.1 million units"
.
According to the “Handelsblatt”, Mercedes, from 2016 to 2020 the number one in sales in the premium segment, was only able to sell a little more than two million cars.
Audi is well behind with its result.
Audi and the markets in Europe, China and the USA
A look at Europe, China and the USA reveals a very different picture when it comes to Audi's sales figures.
According to group information, sales in Europe increased by 1 percent to 624,000 cars.
In contrast, there was a slump in numbers in China.
It's down a whole eight percent to 643,000 cars.
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And in the USA, according to Audi, the total number of vehicles delivered was 186,875 cars, down 4.7 percent on the previous year.
However, those responsible remain optimistic.
And this is how Sales Director Hildegard Wortmann explains: "Even if we continue to face macroeconomic challenges, we look to the future with confidence." As the German Press Agency writes, Audi intends to present the financial figures for the 2022 fiscal year on March 16.