Audi's American Ambition: Navigating Tariff Troubles

Audi is facing significant challenges due to a potential U.S. tariff hike on EU car imports, risking their American expansion plans as they plan to launch the Q9 SUV this summer. With no U.S.-based production, they rely on imports from Europe and Mexico, intensifying the impact.

Audi is bracing for a major disruption as the U.S. plans to increase tariffs on EU car imports to 25%. As the German automaker gears up for the launch of its largest SUV in the American market, the timing of these potential tariff hikes could not be worse.

Juergen Rittersberger, Audi's finance chief, highlighted the precarious situation at a recent press briefing. The proposed levies could severely strain the company, which relies on imports from Europe, particularly hitting the Slovakian-made Q9 SUV.

Despite the uncertainty, Audi remains committed to its U.S. ambitions, exploring production possibilities stateside, and reiterates its 2026 profit forecast, even as it navigates a 15% ongoing tariff and a competitive market with rising costs.