2024 was a terrible year for Audi. Deliveries fell by 11.8% to 1,671,218 cars, allowing Tesla to overtake the Four Rings for the first time ever. Domestic rivals BMW and Mercedes also finished way ahead in the luxury sales race. With that in mind, you'd think that the last thing Audi needs to do is increase prices and risk alienating even more customers. But sales figures aren't everything—profit margins are key to a healthy balance sheet.
