Tesla beats Audi in global car sales for the first time

Volkswagen AG’s Audi sold 1.67 million vehicles in 2024, down 12% from a year earlier. Its struggle with intensifying competition in Europe and China and weak demand for its electric models dropped the brand behind Elon Musk’s Tesla, which delivered 1.79 million vehicles last year.

By Stefan Nicola

Tesla Inc. overtook one of Germany’s most prized premium car brands last year despite selling fewer vehicles than expected.

Volkswagen AG’s Audi sold 1.67 million vehicles in 2024, down 12 per cent from a year earlier. Its struggle with intensifying competition in Europe and China and weak demand for its electric models dropped the brand behind Elon Musk’s Tesla, which delivered 1.79 million vehicles last year.

Germany’s automakers are contending with tepid demand for luxury cars in China, where a recovery remains uncertain and local manufacturers are pushing further upmarket. In Europe, EV sales are below expectations after several countries cut subsidies. The problems led to a wave of profit warnings last year, including from Volkswagen, Mercedes-Benz Group AG and BMW AG.

Audi’s sales fell in markets including Germany, China and North America, the brand said Monday. Deliveries of fully electric models declined 8 per cent to around 164,000.

Manufacturers have started paring production in response to their sales slowing down, with Volkswagen reducing capacity at its namesake brand. Audi plans to close a site in Brussels because of poor demand for the electric Q8 e-tron sport utility vehicle made there.

Tesla’s year wasn’t without problems. The US company posted its first annual deliveries decline in over a decade and narrowly retained its lead over China’s BYD Co. as the world’s top seller of fully electric cars in 2024.