Audi India’s 2025 sales performance has drawn attention for its underwhelming numbers, especially when compared with rivals. According to industry reports, Audi India has sold around 3,197 units so far in 2025. Despite efforts to revive momentum, the brand trails behind major competitors like Mercedes-Benz, BMW India, and Jaguar Land Rover (JLR) in the luxury car space.
Let’s dig deeper into what’s happening under the hood, where Audi lags behind, and what the brand’s path forward could be.
Recent Sales Trends & Figures
- In Q1 2025, Audi India retailed 1,223 units, marking a 17% year-on-year growth over the same period in 2024.
- However, in H1 2025, the total stood at 2,128 units, which is a 14% decline compared to the same period in 2024 (when Audi India sold ~2,477 units).
- Reports suggesting ~3,197 units sold in 2025 likely cover a broader time period or cumulative estimate including Q3 data.
These figures reflect a tough environment for Audi in India, even as the luxury car segment shows pockets of strength elsewhere.
How Audi Compares Against Rivals
Mercedes-Benz India
Mercedes has had a strong year: in Q1 2025, it posted record sales in India, crossing 4,238 units, up ~10% YoY.
With that kind of monthly pace, Mercedes is well ahead on cumulative 2025 sales.
BMW India
BMW India reported robust performance in the first half of 2025, with 7,774 units sold, marking a ~10% increase over H1 2024.
That puts BMW comfortably ahead of Audi in India’s luxury car race.
Jaguar Land Rover (JLR)
Though fewer in number compared to German rivals, JLR remains a strong premium challenger, particularly in SUVs. Audi’s lower volume and weaker momentum mean JLR may outperform Audi in key luxury SUV markets.
Why Is Audi Struggling?
Several factors seem to be weighing down Audi India’s performance:
- Exchange Rate & Price Hikes
Audi has cited a weakening rupee, import cost pressures, and geopolitical uncertainties as headwinds that made some models costlier. - Segment Saturation & Competition
The luxury car market is increasingly competitive. German rivals get more traction with SUV and EV offerings, often backed by aggressive marketing and stronger dealership reach. - Decline in Q2 2025
In Q2 2025, Audi sold 905 units, a sharp drop from 1,431 units in Q2 2024 — a decline of ~36.7%.
The steep fall in Q2 offset gains made earlier in Q1, contributing to the overall weak H1 performance. - Reliance on Premium Models
Audi’s portfolio is skewed toward higher-end sedans and SUVs, which are more sensitive to price changes and economic headwinds. Any cost increase or weak demand strongly affects such brands. - Used Car / Pre-Owned Growth
Audi’s Approved: plus pre-owned segment, however, has shown resilience — growing ~10% during H1 2025. It suggests that buyers might prefer lower-cost entry into the brand via used cars over new ones.
What Audi Needs to Do to Catch Up
- Aggressive Model Refreshes / EV Push
Launching new EVs / plug-in hybrids and refreshed SUVs could help Audi compete better against the new wave of luxury EVs and SUV buyers. - Pricing Strategy & Localization
Localizing parts, optimizing imports, and smart pricing could reduce cost burdens and make models more competitive. - Boosting Dealership Reach & Service
Expanding its retail & service network, especially in tier 2/3 cities, may help Audi connect with emergent luxury buyers who currently lean toward Mercedes / BMW. - Marketing & Branding
Raising brand appeal and showing differentiation (e.g. technology, performance) is key. It must be clear why one should choose Audi over the rest.
Final Thoughts
With sales of ~3,197 units (or ~2,128 for H1 2025), Audi India is clearly lagging behind rivals like Mercedes and BMW in the luxury segment. While Q1 performance showed some promise, the steep drop in Q2 has tempered optimism.
For Audi to reclaim ground, it needs sharper strategies — new product launches, cost control, and deeper reach. The luxury car buyer is evolving fast in India, and Audi must move quickly to stay in the race.