German automaker aims to regain presence, boost sales in local market

Audi will launch record-setting 16 new models in the Korean market this year, as the automaker looks to turn around its falling numbers, Audi Korea said Monday.
“In 2025, Audi will introduce the largest number of new models in its history to the Korean market,“ said Steve Cloete, executive director of Audi Korea, who took the country branch’s top post in May last year, in a media roundtable at the Shilla Seoul.
“In line with Audi’s global electrification strategy, it will present a diverse lineup of electric vehicles as well as combustion engine vehicles. 2025 will see 16 new model launches for us, including the new Audi Q6 e-tron, the new Audi A6 e-tron, the new Audi A5 and the new Audi Q5.”
Cloete reiterated Audi Korea’s willingness to keep expanding its presence and influence in the local auto market, announcing the automaker’s plan to launch 10 new models in Korea in 2026, without disclosing the specific names of vehicles.
Although Audi Korea did not release the exact schedule for each release this year and next year, the Q6 e-tron is expected to be launched here after the ongoing nationwide preview events are completed in February.
The German automaker also highlighted the brand’s efforts to strengthen its footing for more interaction with customers by increasing the number of offline sites.

“The strategy aims to enhance customer accessibility, offering more digital, compact and welcoming premium brand experiences,” said Cloete.
“In line with this approach, Audi Korea plans to expand the showrooms from 33 to 35 in 2025, with further growth to come by introducing a new network model that makes it more convenient for customers to experience and purchase Audi vehicles.”
The chief of Audi Korea noted that the German automaker will increase the number of service centers from 32 to 37 this year, adding that it is reviewing options to implement contactless service centers and stations available 24/7 to customers for routine maintenance and regular vehicle inspections.
“Korea remains an important market for Audi,” said Cloete. “Audi is committed to (the Korean) market. Korea is definitely seen as one of the top 10 markets for Audi. … We work very, very closely with our colleagues and our board in Germany to ensure that we invest in the market."
According to the Korea Automobile Importers and Distributors Association, Audi sold 9,304 vehicles in Korea last year, down 47.9 percent from the previous year, and found itself in the seventh-biggest auto importer position after claiming a top three ranking in 2023 alongside other leading German brands BMW and Mercedes-Benz.
Despite the recent downturn, Audi Korea sold 3,040 of the Q4 e-tron, the German automaker’s all-electric sport utility vehicle, leading the premium EV import segment in the Korean market for six consecutive months from March to August last year.

By Kan Hyeong-woo (hwkan@heraldcorp.com)