The results of the German three compared
The performance pressure for Audi is particularly high in 2023. There is work to be done, especially to keep up with its two main competitors. Like BMW and Mercedes-Benz, Audi announced its results for the past year, but while the competition is accompanied by a prospect of the models to be introduced in the new year, Audi remains relatively quiet in that regard. That while the total sales of the brand from Ingolstadt are already lagging behind.
‘Audi delivered more than 100,000 electric cars in 2022’: headlines Audi proudly about its results in 2022. The brand delivered 118,196 fully electric cars worldwide last year, which is 42 percent more than in 2021. The total number of deliveries amounted to 1 .61 million. If you compare that value with that of main competitors BMW and Mercedes-Benz, Audi lags behind somewhat. They managed to deliver 2.1 and 2.04 million cars respectively.
But: when presenting the sales figures, Audi focuses on the market for fully electric cars. That’s where the growth is. Almost all manufacturers sold significantly more EVs in 2022 than in the previous year, while the total number of sales generally decreased. If you compare the roughly 118,000 copies of Audi with +/- 117,000 of Mercedes-Benz and more than 170,000 of BMW, then you know that BMW is currently the forerunner when it comes to EV numbers, but Audi knows how to keep up with Mercedes.
EV branch BMW and Mercedes grew much faster
Until you compare the figures with those for 2021. Both Mercedes-Benz and BMW more than doubled their electric car sales in 2022, while Audi therefore ‘only’ recorded a plus of 42 percent. Although the Q4 E-tron did very well (especially in Europe), it faces stiff competition from its own group, including the Volkswagen ID4. In addition, the E-tron GT is quite exclusive and the E-tron – which will continue as Q8 E-tron from now on – has been with us for a while. The result: the numbers are not that great.
Meanwhile, at BMW and Mercedes-Benz you will find several electric models in the showrooms that were introduced last year or were on the market for a whole year for the first time – take the i4, iX, EQE and EQS. Mercedes-Benz and BMW also have the promises ready for the new year. Mercedes is introducing, among other things, a new E-class, BMW is bringing the new 5-series to the market – and then immediately as a fully electric i5. That while in one of the most important markets for the brands (China), the BMW 5-series and Mercedes E-class are currently doing a lot better than the Audi A6, and are therefore also being renewed earlier.
The fully electric BMW i5 is already eager.
At Audi we can look forward to a new A4 and the facelift of the A6, although it is not yet certain whether the former will actually come in 2023. In addition, there will certainly be no electric variant or equivalent to the A6 before 2024, while Mercedes-Benz with the EQE and BMW with the i5 already have an E-segment EV on the menu this year. The pressure on Audi is increasing.
Dissatisfaction among dealers
Reportedly, the dealers of the brand think that there is not enough new models and Oliver Blume, CEO of the Volkswagen Group, is keeping a close eye on Audi’s performance for the time being. Reports based on anonymous insiders Automotive News also that Audi CEO Markus Duesmann will have to do his best for the time being to keep his position, although Blume will give him a chance for the time being.
For 2023, the expectation is that the car industry will be less affected by issues such as the chip shortage, the logistics shortages and the after-effects of the pandemic than in 2022. Depending on what the economy does, this year is therefore potentially one in which the industry is able to supply more cars again. For Audi, it is hoped that they will also succeed with, among other things, the refreshed Q8 E-tron. Later in 2023, we expect the introduction of the Q6 E-tron, which will be the first on the new PPE platform shared with Porsche and will probably not reach its first customers until 2024.
We now know about ‘project Artemis’ that it will not take place and that is a pity for the higher electric segment, in which BMW and Mercedes-Benz carry the i7 and EQS. Cars that are more focused on the business side of the top class than the Audi E-tron GT. Finally: the luxury brands of the groups are all doing well. Both Bentley (Volkswagen Group), Rolls-Royce (BMW Motorgroup) and Mercedes-Maybach sold more cars than ever in 2022.
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– Thanks for information from Autoweek.nl