Audi USA sales drop 14% in 2024... are they becoming a niche brand like Volvo?

Seeking Advice
1

I just read that Audi’s sales in the USA dropped by 14% this year, while Mercedes-Benz and BMW are posting positive numbers. I can’t help but wonder if Audi is gradually becoming more of a niche brand like Volvo. What do you all think about that? Personally, I don’t think that’s a bad thing at all. A niche brand can focus on what its core customers want instead of trying to please everyone.

2

Yeah, I see what you mean. Niche brands often have a loyal following. Maybe this could work out for Audi in the long run

3

Tatum said:
Yeah, I see what you mean. Niche brands often have a loyal following. Maybe this could work out for Audi in the long run

Exactly, right? If they focus on quality and what their fans actually want, it could be a win-win

4

@Rory
For sure. I think people appreciate brands that stay true to their identity

5

Interesting point. But do you think they might lose out on sales in the process? Like, isn’t a bigger market better?

6

Kiran said:
Interesting point. But do you think they might lose out on sales in the process? Like, isn’t a bigger market better?

That could be a risk, but sometimes focusing on a smaller market can lead to better customer satisfaction

7

@Rory
That makes sense. I guess quality over quantity might be a good strategy

8

I’ve always liked Audi for their unique designs. If they go niche, I just hope they keep that creativity alive

9

Sloane said:
I’ve always liked Audi for their unique designs. If they go niche, I just hope they keep that creativity alive

Totally agree. Their design language is pretty distinct, and that’s part of their charm

10

It’s a fine line to walk… if they focus too much on niche, they might alienate some current customers

11

Reese said:
It’s a fine line to walk… if they focus too much on niche, they might alienate some current customers

True, but if they can communicate clearly with their audience, it could work out

12

@Tatum
Yeah, communication is key. People want to feel heard and valued by the brands they support

13

IDK, I feel like they should try to expand their appeal a bit more instead of going niche

14

Terry said:
IDK, I feel like they should try to expand their appeal a bit more instead of going niche

That’s a valid point too. Balancing both could be the way to go. It’s a tough situation