Audi South Africa outlines ambitious goals for 2026 at Volkswagen Group Africa Indaba

At the annual Volkswagen Group Africa Indaba, Audi South Africa unveiled its strategic focus for the upcoming year, establishing a clear commitment to product momentum, performance leadership, and long-term brand growth within the local market.

The update underscored Audi's dedication to leveraging its engineering heritage while seamlessly integrating with the brand’s global transformation, including an anticipated entry into Formula One in 2026.

Heritage as a foundation for progress

Audi's engineering DNA remains a cornerstone of the brand's ethos. Celebrating 2025 as the milestone of 45 years of quattro technology, a revolutionary all-wheel-drive system, the company reflected on its significance—not just as a technical benchmark but as a vital connection to South African consumers.

Remarkably, more than 62,233 quattro models have been sold in the country since 1977, illustrating the enduring appeal of Audi’s performance-driven innovations.

This year also marks the 50th anniversary of the legendary five-cylinder engine, which debuted in the Audi 100 in the early 1980s before evolving into the popular Audi 500.

This engine has become synonymous with Audi's philosophy of 'Vorsprung durch Technik', continuing its legacy through the current 2.5 TFSI engine found in the iconic Audi RS 3.

Market progress and performance strength

In 2025, Audi South Africa demonstrated steady growth across its vehicle lineup, with the successful introduction of high-demand models such as the Audi RS Q8 performance vehicle, the elegant Audi A5 Sedan, and the dynamic new Audi S3. Notably, the Audi Q3 has emerged as the brand’s top-selling model locally, supported by strong sales across the A1 and Q5 ranges.

The result of this momentum is a firm acknowledgement of Audi’s enhanced position within the premium segment, now ranking second among premium German brands by market share, with South Africa reaffirming its status as Audi's largest market on the African continent.

Moreover, the Audi Sport segment has further boosted this progress, with South Africa ranking third globally for Audi Sport's share relative to its total volume sold.

Asif Hoosen, Head of Retail, Planning & Supply Chain at Audi South Africa, stated, “Audi’s 2025 performance reflects a premium market that is still active and discerning. Customer interest spans across the portfolio, from core models through to Audi Sport, and our focus remains on building from this foundation and continuing Audi’s upward trajectory in the premium market.”

Focused momentum into 2026

As Audi South Africa gears up for 2026, the brand has confirmed an ambitious product trajectory. Anticipated highlights include the arrival of the all-new Audi Q3 and Audi Q5, supplemented by the introduction of the Audi RS 5—each poised to further enhance the brand’s already robust performance portfolio.

Strengthening the ownership experience

Aligned with product development, Audi is equally committed to enhancing the complete ownership experience.

Through Audi Assured, a Guaranteed Future Value finance solution, customers gain reassurance regarding future vehicle value across the Audi range, while every new Audi is delivered with a comprehensive 5-year/100,000 km Audi Freeway Maintenance Plan, extendable to 15 years or 300,000 km. These initiatives position Audi’s ownership offerings among the most competitive in the premium market.

Ashley Readdy, Head of After Sales at Audi South Africa, emphasised, “Cost certainty and consistent support are key drivers of loyalty in the premium market. This is where structured ownership solutions and a strong dealer network make a measurable difference.”

Formula One: a defining global milestone

Perhaps most intriguingly, Audi’s planned entry into Formula One in 2026 stands as a monumental milestone in the brand's journey.

Competing as a full factory team under the Audi Revolut F1 Team banner, this venture reflects Audi’s unwavering commitment to performance, innovation, and technical excellence within the realm of elite motorsport. For Audi South Africa, this marks an invaluable chance to engage local enthusiasts, seamlessly linking the brand’s global ambitions with the fervour of South African motorsport fans.

Leadership perspective

Markus Schuster, Head of Audi South Africa, conveyed an optimistic vision for the brand's future, stating, “Audi is entering its next chapter with clarity and confidence. Our focus is on sustained product momentum, a refined portfolio, and a compelling ownership proposition while remaining true to the performance DNA that defines the four rings. As Audi prepares for its Formula One debut, we are excited to bring that journey closer to South African audiences.”

Looking ahead

With a fortified market position, a strategic product roadmap, and alignment with Audi’s global ambitions in the Formula One arena, Audi South Africa embarks on 2026 with a clear sense of purpose and aspiration.

BUSINESS REPORT