Audi 2025 Financial Report: A2 e-tron Entry-Level Series to Debut This Year

On March 17, the Audi Group released its 2025 financial report. Full-year revenue increased to €65.5 billion, with an operating profit of €3.4 billion, an operating return on sales of 5.1%, and net cash flow of €3.4 billion. Deliveries of all-electric models reached a record high of 223,000 units, a year-on-year increase of 36%. The new entry-level all-electric series, the Audi A2 e-tron, and the flagship SUV Q9 will be launched this year. The Audi Revolut F1 team has officially made its track debut.

For Hong Kong users, Audi's financial report and new car plans raise two immediate questions: With all-electric sales surging and new models appearing frequently, will Audi's right-hand drive product line in Hong Kong be expanded accordingly? Can entry-level electric models like the A2 e-tron become a new choice for local young car buyers?

Financial Report Breakdown: Tariffs Impacted €1.2 Billion, All-Electric Vehicles Shine Brightest

Audi CEO Gernot Döllner acknowledged that geopolitical uncertainties and global competitive pressures posed challenges for the automotive industry over the past year. U.S. tariff-related policies had a significant impact on Audi, reducing full-year profits by €1.2 billion. Provisions for compliance with carbon emission regulations, expenses related to the "Audi Future" agreement, and the replanning of the premium platform electric (PPE) for D-segment vehicles also negatively affected performance.

However, amidst these pressures, the performance of all-electric models was remarkable. In 2025, Audi brand deliveries of all-electric vehicles reached 223,032 units, a 36% increase year-on-year. Among these, the new Audi Q6 e-tron contributed approximately 84,000 units, and the Audi A6 e-tron contributed around 37,000 units. All-electric models now account for nearly 14% of total Audi brand sales, a significant increase from 9.8% in 2024. Monthly global deliveries consistently surpassed the previous year's levels from September through the end of the year.

Audi CFO Jürgen Rittersberger stated that the results were due to strong delivery growth at the end of the year, strict cost control, and the resolute implementation of performance programs. This year, the company will go all out to achieve its long-term financial goals, with the key being to fully seize both operational and financial opportunities.

The Audi Group's financial income for the 2025 fiscal year was €2.203 billion, including €504 million from the Chinese market. Net profit after tax increased to €4.617 billion. For the 2026 fiscal year, Audi forecasts revenue between €63 billion and €68 billion, an operating return on sales of 6% to 8%, and net cash flow of €3 billion to €4 billion.

New Car Plans: A2 e-tron Entry Series + Q9 Flagship SUV

Audi's 2026 new car lineup is impressive. The most anticipated is the new entry-level all-electric vehicle series – the Audi A2 e-tron – marking Audi's expansion of its electric product line downwards, aiming to attract more young users and first-time luxury brand buyers. The new flagship SUV, the Audi Q9, will also debut, filling Audi's gap in the full-size luxury SUV segment and directly competing with the BMW X7 and Mercedes-Benz GLS.

Additionally, the third-generation Audi Q7, the refreshed Audi Q4 e-tron, and the new Audi RS 5 will be unveiled throughout the year. In the Chinese market, Audi will launch the Audi A6L e-tron and the second production model under the new brand AUDI – the Audi E7X. The brand's first model, the Audi E5 Sportback, has been officially on sale in China since autumn 2025.

Dr. Johannes Roscheck, President of Audi China, stated that the clear strategic framework Audi has established in the Chinese market is beginning to show results, with the solid delivery data from 2025 serving as strong evidence. Looking ahead, the company will further deepen local partnerships and accelerate its product rollout.

Strategic Significance of the A2 e-tron: Audi's Answer in the Entry-Level Electric Segment

Positioned in the compact all-electric market, the A2 e-tron will bear the responsibility of expanding Audi's reach to a younger customer base. Its name pays tribute to the Audi A2 from the early 2000s – a small car known for its lightweight aluminum space frame technology and high efficiency, widely recognized for its technological foresight.

More than two decades later, the A2 is revived as an electric model, equipped with Audi's latest electric drive technology and intelligent features. For Hong Kong users, if a right-hand drive version of the A2 e-tron can be introduced, it will become a direct competitor to the BMW iX1 and Mercedes-Benz EQA. Pricing strategy will be key – if controlled below HK$400,000, it would be highly attractive to young professionals.

Flagship Mission of the Q9: Filling the Full-Size SUV Gap

Audi has long been absent from the full-size luxury SUV segment, leaving the profitable niche to be divided by the BMW X7 and Mercedes-Benz GLS. The launch of the Q9 will complete the final piece of Audi's SUV product line. Positioned above the current flagship Q7, the Q9 is expected to exceed 5.2 meters in length and 3.1 meters in wheelbase, offering a three-row, seven-seat layout. Powertrain options are expected to include petrol, plug-in hybrid, and all-electric variants.

For Hong Kong users, if the Q9 can be introduced, it would provide a long-awaited "third option" among the German giants in the local large luxury SUV market, creating differentiated competition with the Toyota Alphard and Lexus LM – offering similar space but with German handling and premium quality, highly appealing to driving enthusiasts.

F1 Debut: The Brand Strategy Behind the Track

2026 marks Audi's official entry into Formula 1. The Audi Revolut F1 team made its season debut at the Australian Grand Prix on March 8 and completed its Chinese debut at the F1 Chinese Grand Prix in Shanghai last weekend. Audi CEO Gernot Döllner stated that entering F1 demonstrates Audi's determination to reinvent itself – both on and off the track, guided by decisive action, exceptional teamwork, and an unwavering pursuit of performance and innovation.

From a brand strategy perspective, participating in F1 helps enhance Audi's global visibility, and more importantly, deeply integrates pure racing DNA into the company's core. In the era of electrification, performance and handling remain core competitive advantages for luxury brands, and the F1 track is the ultimate stage to showcase these strengths.

Hong Kong Market Perspective: Three Hurdles for Right-Hand Drive Introduction

Focusing back on Hong Kong, Audi's financial report and new car plans present three practical challenges.

First is the cost of right-hand drive development. The A2 e-tron and Q9 will prioritize left-hand drive market demands. Converting them to right-hand drive for the Hong Kong market involves significant redesign and recalibration of vehicle structures, dashboard layouts, and electronic systems, incurring substantial R&D expenses. With Hong Kong's annual new car sales around 40,000 units, the brand must calculate how many new right-hand drive Audi models the market can realistically absorb.

Second is the capability of the dealer network. Audi's Hong Kong dealer, Kam Lung Motor Group, has operated in the region for many years, with flagship showrooms in Kowloon Bay and Wan Chai, and service centers covering Yau Tong and Yuen Long. More importantly, Kam Lung operates over a dozen Audi service centers in the Greater Bay Area, a significant advantage for users participating in the "Northbound Travel for Hong Kong Vehicles" scheme.

Third is the alignment between product positioning and local needs. Demand among Hong Kong users for entry-level luxury electric SUVs is heating up, with sales of the BMW iX1 and Mercedes-Benz EQA growing steadily. If the A2 e-tron can be introduced at a reasonable price, it would offer local young professionals a new option with the "Four Rings."

Personal View: Audi's "Dual-Track Strategy" is Worth Noting

Reviewing the entire financial report, the most striking impression is the strategic wisdom of "running two tracks in parallel." On one track, the Four Rings brand continues to push in the global market: sales of electric models like the Q6 e-tron and A6 e-tron are surging, the A2 e-tron and Q9 fill product line gaps, and F1 participation enhances the brand image. On the other track, the AUDI brand, created specifically for the Chinese market, sees the E5 Sportback already on sale and the E7X about to be launched, deeply integrating into the local technology ecosystem.

This dual-brand strategy of "global cars + China specials" reflects Audi's profound understanding of market diversification. Although AUDI products may not be introduced in right-hand drive versions in the short term, the Chinese technology ecosystem they embody – features like smart cockpits and assisted driving – could potentially feed back into global models in the future, ultimately benefiting Hong Kong users.

Whether the A2 e-tron and Q9 can be introduced to Hong Kong depends on the business case for right-hand drive development. In terms of product strength, both models have the potential to become popular choices in the local market. If Kam Lung can successfully introduce them, it would provide Hong Kong users with more diverse options. Looking at Audi's strategic pace, 2026 is undoubtedly a major year for its products, and it is worth looking forward to.