Audi cuts sales outlook as challenges continue
By Benjamin Chiou
Date: Monday 27 Jul 2026
(Sharecast News) - Audi has lowered its full-year sales and profit outlook following a challenging first half, as the European car industry continues to be affected by geopolitical uncertainties, US tariffs and intense competition in the Chinese market.
The brand, which is fully owned by Volkswagen Group, said full-year revenues are now expected to be between €58bn-63bn, while the operating margin is projected to be 5-7%.
That's down from the €63bn-68bn and 6-8% guidance ranges reported at the time of Audi's first-quarter results in May.
The downgrade was a result of a " challenging market environment, particularly in China, as well as the geopolitical escalation in the Middle East", the company said.
Audi Group was able to improve operating profits in the first half to €1.12bn from €1.09bn a year earlier, as an improvement in the operating margin to 3.8% from 3.3% outweighed a dip in sales. Last year, the company unveiled plans to save over €1bn a year through cost-cutting measures and increased efficiency.
Revenues fell to €29.18bn in the first half from €32.57bn previously, as group car deliveries fell to 736,878 from 794,088.
The Audi brand, which accounts for the bulk of the business, saw deliveries fall to 727,245 from 783,531, while declines were also registered across the Bentley, Lamborghini and Ducati brands.
"The results for the first half of the year show that the measures we have already taken, such as introducing strict cost discipline, are working. But they are not enough. Challenging geopolitical and economic conditions are putting the entire automotive industry, including Audi, under increased pressure to act," said Audi's chief financial officer Jürgen Rittersberger.
"To remain competitive on the global stage, we must work together with the Volkswagen Group to realign our business model and implement large-scale structural improvements."
Volkswagen Group's shares were up 0.5% at €71.87 by 1026 BST, having dropped by around a third so far this year.
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