Audi cuts 2026 forecast as first nine months bring lower sales, revenue and profit
Audi's first nine months of 2026 brought lower deliveries, revenue and operating profit, and the Group has cut its full-year forecast while sharpening cost cuts and efficiency measures.
- 42.1 billion euros
- 1.2 billion euros
- 2.7 percent
- 1,056,103 vehicles
What Happened
A challenging economic environment hit the Audi Group's financial performance in the first nine months of 2026, with market conditions markedly tougher and more competitive, particularly since the third quarter. Audi says it is channeling investments into future areas such as software, artificial intelligence and driver assistance systems, further reducing costs and complexity, and significantly increasing efficiency at all sites. Because of the marked deterioration in the third quarter, especially in China, and persistent competitive and price pressure on global markets, the Group has adjusted its 2026 forecast to revenue of 55 to 59 billion euros, an operating margin of 3 to 5 percent and net cash flow of 2.5 to 3.5 billion euros; the new forecast excludes any potential restructuring expenses beyond those agreed in 2025. Net cash flow in the nine months nevertheless rose to 2,439 million euros from 2,107 million euros a year earlier.
- 42,063 million euros (2025: 48,380)
- 1,150 million euros (2025: 1,555)
- 2.7 percent (2025: 3.2)
- The market slump in China, above all for vehicles with combustion engines
- Intensifying competition
- Growing export pressure from Chinese manufacturers on the European market
- The dynamic ramp-up of electric mobility in Europe, which increased competitive and transformation pressure
- Ongoing uncertainty stemming from the situation in the Middle East, the resulting rise in energy costs, and US tariffs
- The transition of entry-level models from the Audi A1 and Q2 to the fully electric Audi A2 e-tron
- Worldwide: 1,042,150 vehicles, down 11.4 percent
- Germany: 152,011, up 1.8 percent
- Europe excluding Germany: 360,649, up 1.3 percent
- China including Hong Kong: 328,042, down 24.5 percent
- North America excluding Mexico: 128,749, down 17.3 percent
- Overseas and growth markets: 72,699, down 9.6 percent
Audi concludes the agreement for the future, setting in motion measures to strengthen the future viability of the company and its German sites.
Audi presents the A2 e-tron, the brand's first fully electric compact model.
The Audi Q9 launches in Europe as a new model series at the top of the portfolio.
The A2 e-tron reaches dealerships as its market launch begins in Europe.
“The economic situation demands that we consistently renew Audi. To this end, we are setting clear priorities: reducing costs and increasing quality and productivity. At the same time, we are making targeted investments in new products and technologies and strengthening our presence in growth markets. These go hand in hand: we are transforming our company today so that we can succeed over the long term and secure the future of our sites.”
Audi is aligning new models with its core markets: the Q7 and Q9 are particularly relevant to the US, where planned local production is intended to sustainably strengthen its business in one of its most important markets and lay the foundation for profitable growth. The A2 e-tron took 21 months less to develop than comparable predecessor models and is produced in Ingolstadt, while the new RS 5 — the brand's first RS plug-in hybrid, which accompanies its Formula 1 commitment as a sporty road model — is built in Neckarsulm, with planned 2026 production already sold out and nearly twice as many orders received in Europe as expected. Audi adds that further measures to secure competitiveness and employment will be worked out in dialogue with the Group Works Council, building on the March 2025 agreement. In fully electric models Germany and China grew significantly, while global BEV deliveries declined 12 percent to 143,748 vehicles; Audi brand plug-in hybrids were up 103 percent worldwide.
Previously from Audi
Audi has said it plans to establish its first U.S. production site in Georgia, investing around $4 billion in a plant slated to start construction in 2027 and create approximately 4,500 jobs. Earlier in October the company defended that plan, saying local production is not a decision against Germany, after a public appearance with the U.S. President that it admits may have been perceived as a political signal.
- Audi to build its first U.S. plant in Georgia with $4 billion investment and 4,500 jobs
- Audi defends U.S. plant plan, saying local production is not a decision against Germany
Background drawn from MotorClaw's earlier coverage of Audi's official releases.
Why this matters
The numbers show how a sales slump in China, tougher competition, pressure from Chinese exports in Europe and U.S. tariffs are squeezing a premium carmaker's profitability and forcing cuts. Buyers get a refreshed line-up in the Q9 and the electric A2 e-tron, while Audi's German workforce faces further efficiency and cost measures to be worked out with the Group Works Council.
Terms in This Story
- Operating margin
- Operating profit expressed as a percentage of revenue, showing how much profit a company makes from its sales.
- Net cash flow
- The cash a company generates from its operations after investment spending, a key indicator of financial health.
- Plug-in hybrid
- A car with both a combustion engine and a battery that can be recharged from the grid and driven a limited distance on electric power alone.
- BEV
- Battery electric vehicle: a car powered only by a battery and electric motor, with no combustion engine.
Summarised from the linked release; details can be imperfect — always verify against the original source.