Audi defends U.S. plant plan, saying local production is not a decision against Germany
Audi is planning its first U.S. production site and has moved to explain a public appearance with the U.S. President that it admits may have been perceived as a political signal.
- 2nd largest
- 1 (its first)
What Happened
Audi is planning its own production site in the United States, its first there, to strengthen its long-term competitiveness. The company says the U.S. is the world's second-largest premium automotive market, while its business in that market is currently not profitable. It notes that many of its competitors have been producing locally in the U.S. for years. According to Audi, its own local production will allow it to strengthen competitiveness, reduce trade and currency risks and better realize the market's growth potential.
- Strengthened competitiveness
- Reduced trade and currency risks
- Better realization of the U.S. market's growth potential
- A stronger U.S. business framed as a step to strengthen Audi's global competitiveness and help secure its long-term success, not a decision against Germany
An Audi delegation travelled to Georgia to move forward with discussions and negotiations regarding the planned production site. During these talks, the company was asked to present its plans publicly together with the President of the United States. Audi says it accepted this invitation solely with Audi's best interests in mind. At the same time, the company acknowledges that the circumstances surrounding the announcement may have been perceived as a political signal, and says it takes this very seriously.
“A stronger U.S. business is therefore not a decision against Germany. Rather, it is an important step towards strengthening Audi's global competitiveness and helping to secure the company's long-term success.”
“We remain firmly committed to Audi's values and principles. Equally, we have a responsibility to safeguard the company's economic future. We believe these responsibilities go hand in hand and together guide our actions.”
Previously from Audi
Our earlier reporting established the scope of the plan behind this statement: Audi intends to establish its first U.S. production site in Georgia, investing around $4 billion in a plant slated to start construction in 2027 and creating approximately 4,500 jobs.
Background drawn from MotorClaw's earlier coverage of Audi's official releases.
Why this matters
Audi says its U.S. business is currently not profitable while many competitors have produced locally for years, so building in America is presented as a way to cut trade and currency risks and capture market growth. The company insists the move is not a decision against Germany but a step to secure its long-term success — a balance that matters for its German workforce as much as for U.S. buyers.
Terms in This Story
- Premium automotive market
- The segment of the car market made up of higher-priced, upmarket brands and models.
- Local production
- Building vehicles in the country where they are sold instead of importing them from abroad.
- Currency risks
- The risk that exchange-rate movements change the value of revenues, costs or profits booked in different currencies.
Summarised from the linked release; details can be imperfect — always verify against the original source.