Johannesburg, 6 February 2026 – At the annual Volkswagen Group Africa Indaba, Audi South Africa outlined its strategic focus for the year ahead, reaffirming the brand’s commitment to product momentum, performance leadership, and long-term growth in the local premium market. With a strong 2025 performance behind it, the brand is poised to build on its engineering heritage while embracing new global milestones, including its entry into Formula One from 2026.
Heritage Driving Progress
Audi’s engineering DNA remains central to its vision. In 2025, the brand celebrated 45 years of quattro technology, a system that redefined all-wheel-drive performance and continues to be a defining pillar of the four rings. More than 62,233 quattro models have been sold in South Africa since 1977, highlighting 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 with the Audi 100 in the early 1980s and later marketed as the Audi 500, the powertrain achieved cult status and laid the foundation for Audi’s Vorsprung durch Technik philosophy. That legacy lives on today in the 2.5 TFSI engine powering the Audi RS 3.
Market Progress and Performance Strength
Audi South Africa recorded steady growth throughout 2025, supported by key model launches including the Audi RS Q8 performance, Audi A5 Sedan, and the new Audi S3. The Audi Q3 continued to lead local sales, with strong demand across the A1 and Q5 ranges.
As a result, Audi strengthened its position within the premium segment, now ranking second among German premium brands by market share, while South Africa remains Audi’s largest market on the African continent. Audi Sport also delivered strong performance, with South Africa ranking third globally for Audi Sport share relative to total Audi sales.
“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 our full portfolio, from core models to Audi Sport. Our focus is on building from this foundation and continuing Audi’s upward trajectory in the premium market.”
Focused Momentum into 2026
Looking ahead, Audi South Africa has outlined a clear product trajectory for 2026, with the arrival of the all-new Audi Q3 and Q5, while the Audi RS 5 is set to strengthen the brand’s performance portfolio even further.
Strengthening the Ownership Experience
Beyond product development, Audi is investing in the full ownership journey. Audi Assured, Audi Financial Services’ Guaranteed Future Value finance solution, ensures certainty around future vehicle value across the nationwide Audi range.
Every new Audi comes with a 5-year/100,000 km Audi Freeway Maintenance Plan, extendable to 15 years/300,000 km, positioning Audi’s ownership offering among the most comprehensive in the premium market. These benefits are delivered through a national network of 26 active dealers, ensuring consistent access to sales, service, and after-sales support.
“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. “Structured ownership solutions, combined with a strong dealer network, make a measurable difference.”
Formula One: A Defining Global Milestone
Audi’s 2026 entry into Formula One 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 underscores Audi’s commitment to performance, innovation, and technical precision at the highest level.
For Audi South Africa, Formula One offers 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 staying 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 ambitions, Audi South Africa enters 2026 with clear direction, confidence, and ambition.
