At the annual Volkswagen Group Africa Indaba, Audi South Africa outlined the brand’s strategic focus for the year ahead, reaffirming its commitment to product momentum, performance leadership and long-term brand growth in the local market.
The update highlighted how Audi continues to build on its engineering heritage while aligning closely with the brand’s global transformation, including its entry into Formula One from 2026.
Heritage as a foundation for progress
Audi’s engineering DNA remains central to the brand’s direction. In 2025, Audi marked 45 years of quattro technology, a system that transformed all-wheel-drive performance and remains a defining pillar of the four rings today.
The technology’s relevance continues to resonate strongly in South Africa, where more than 62,233 quattro models have been sold since 1977, underscoring the enduring connection between local customers and Audi’s performance-led innovation.
This year also marks 50 years of the iconic five-cylinder engine. Introduced locally in the early 1980s with the Audi 100, later marketed as the Audi 500 in the 1990s, the powertrain achieved cult status and helped shape Audi’s Vorsprung durch Technik philosophy. That legacy continues today through the 2.5 TFSI engine found in the iconic Audi RS 3.
Market progress and performance strength
During 2025, Audi South Africa recorded steady progress across its portfolio, supported by the launch of key models including the Audi RS Q8 performance, Audi A5 Sedan and the new Audi S3.
The Audi Q3 remained the brand’s top-selling model locally, complemented by consistent demand across the A1 and Q5 ranges.
As a result, Audi advanced its position within the premium segment, now ranking second among premium German brands by market share. South Africa also retained its status as Audi’s largest market on the African continent.
Audi Sport performance remained a key contributor to momentum, with South Africa ranking third globally for Audi Sport share relative to total Audi volume sold.
Audi’s 2025 performance reflects a premium market that is still active and discerning,” said Asif Hoosen, Head of Retail, Planning & Supply Chain at Audi South Africa. “Customer interest spans across the portfolio, from core models through to Audi Sport. Our focus remains on building from this foundation and continuing Audi’s upward trajectory in the premium market.
Focused momentum into 2026
Audi South Africa set a clear product trajectory for 2026, led by the arrival of the all-new Audi Q3 and Audi Q5, with the Audi RS 5 set to further strengthen the brand’s performance portfolio.
Strengthening the ownership experience
Beyond product development, Audi continues to invest in the full ownership journey.
Audi Assured, Audi Financial Services’ Guaranteed Future Value finance solution, provides certainty around future vehicle value across the Audi model range nationwide.
Every new Audi is delivered with a 5 year/100,000 km Audi Freeway Maintenance Plan, which can be extended to up to 15 years /300,000 km, positioning Audi’s ownership offering among the most comprehensive in the premium market.
These solutions are delivered through Audi South Africa’s national network of 26 active dealers, ensuring consistent access to sales, service and after-sales support across the country.
Cost certainty and consistent support are key drivers of loyalty in the premium market,” said Ashley Reddy, Head of After Sales and Network Development at Audi South Africa. “That is where structured ownership solutions and a strong dealer network make a measurable difference.
Formula One: a defining global milestone
Audi’s entry into Formula One in 2026 represents one of the most significant milestones in the brand’s history.
Competing as a full factory team under the Audi Revolut F1 Team banner, the programme reflects Audi’s commitment to performance, innovation and technical precision at the highest level of motorsport.
For Audi South Africa, Formula One provides an opportunity to connect local audiences with the brand’s global performance ambition, bringing the excitement of the sport closer to Audi fans across the country.
Leadership perspective
Audi is entering its next chapter with clarity and confidence,” said Markus Schuster, Head of Audi South Africa. “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 our South African customers.
Looking ahead
With a strengthened market position, a focused product strategy and alignment to Audi’s global Formula One future, Audi South Africa enters 2026 with clear direction and ambition.