“Trend Setter · No.1 in Sales Growth Rate” The Country Audi Focused On

Hildegard Wortmann Audi Board Member
Conducts Video Interview
"Korea's January-February Sales Up 87% YoY... World's Best"
Names China and Other Asian Companies as Competitors

"The Korean market is very important to Audi. Trendsetters are leading the way, and the adoption of electric vehicles is rapidly increasing. It has even greater potential, and in addition to launching new models, we will also focus on customer service."

Hildegard Wortmann, Audi Board Member and Chief Operating Officer (COO) of Sales & Marketing, stated this during a video interview held on the afternoon of the 16th at Audi Korea headquarters in Gangnam-gu, Seoul. She highly evaluated Korea's growth potential and announced a planned visit in the second half of this year. She also identified Asian automakers, including those from China, as competitors as Audi accelerates electrification.

COO Wortmann paid attention to the steep growth trend in the Korean market. She said, "In January and February this year, Europe grew by 17% compared to the previous year, the United States grew by 41%, but the highest growth rate was seen in Audi Korea," adding, "It grew by 87% compared to the previous year." According to data from the Korea Imported Automobile Association, Audi sold 21,402 units last year, ranking third in imported car sales for three consecutive years. In January and February this year, it sold 4,654 units, achieving about 22% of last year's sales volume in just two months.

She also said, "The Q4 e-tron sold out 2,000 units within two months of its launch in Korea and became the best-selling imported electric compact segment vehicle last year," adding that this year, in addition to new car launches, they will strive to improve the quality of various customer events and services.

Hildegard Bottmann, Audi Board Member and Chief Operating Officer (COO) of Sales & Marketing
[Photo by Audi Korea]

COO Wortmann named Asian automakers, including those from China, as the strongest competitors to Audi's electric vehicles. She noted that these companies have strengths in vehicle digitalization, which serves as a stimulus for Audi's development. To respond to this, she said they will strengthen cooperation with Cariad, Volkswagen Group’s software subsidiary. Cariad is responsible for developing the Volkswagen Group’s vehicle OS 'VW OS' and autonomous driving technologies.

She stated that even after stopping internal combustion engine production by 2030, Audi will continue to support vehicles by supplying related parts. This dispels concerns that customer care for internal combustion engine vehicles might be neglected after rapid electrification. Audi has announced plans to launch only pure electric vehicles starting in 2026 and to cease internal combustion engine vehicle production by 2033.

COO Wortmann declared that Audi aims to capture both driving pleasure and electrification. Using the Audi RS e-tron GT as an example, she said, "This model shows that electrification and high performance are not contradictory concepts." She explained that despite being an electric vehicle, it highlights Audi’s unique sportiness.

Additionally, while positively evaluating Porsche, which belongs to the same Volkswagen Group, for producing e-fuel (synthetic renewable fuel), she drew a clear line by stating, "(Porsche’s e-fuel production) will not affect Audi’s electrification strategy."

[Image source=Yonhap News]

This content was produced with the assistance of AI translation services.