Audi Korea Returns to the '10,000-Unit Club'... Accelerates Rebound with A6 Again This Year

Balanced Growth in Internal Combustion and Electric Vehicles Last Year
18% Year-on-Year Increase... Rejoining the "10,000-Unit Club"
Key New Models Including A6 and Q3 to Launch This Year
Maintaining the Principle of "An Audi That Keeps Its Promi

Audi Korea will continue its growth in the domestic market this year, led by the full model change of its midsize premium sedan, the A6. After returning to the "10,000-unit club" last year by establishing a broad product lineup, Audi Korea plans to further expand sales this year, focusing on its core models.

On January 15, Audi Korea held the "2026 New Year Press Conference" at its showroom on Dosan-daero in Gangnam-gu, Seoul, where it unveiled its business strategy for the year. At the event, Steve Clotty, President of Audi Korea, stated, "This year will be the year we introduce Audi's most essential flagship models," adding, "We will provide Korean consumers with a wider range of choices through a balanced portfolio of internal combustion engine and electrified vehicles."

This year, Audi Korea plans to introduce key models to the domestic market, including the midsize sedan A6 and the compact premium sport utility vehicle (SUV) Q3. In particular, the A6 is Audi's best-selling model in the Korean market, and if released this year, it will be the first full model change in about eight years since 2018.

President Clotty commented, "The A6 is the best-selling model in the sedan segment and is a significant vehicle for the brand. When the new model is launched, we expect it to play the most important role in terms of Audi Korea's sales." He continued, "In addition, by introducing the core model of a new segment not previously operated in Korea-the compact SUV Q3-we will drive and sustain market growth."

Steve Clotty, President of Audi Korea, is announcing this year's strategy at the 2026 New Year press conference. Provided by Audi Korea

In the domestic imported car market, the midsize sedan segment is recognized as the category with the highest sales volume. Traditionally, each brand's best-selling models are concentrated in this market. Audi is expected to face fierce competition this year by launching the full model change of the A6, going head-to-head with the Mercedes-Benz E-Class, BMW 5 Series, and Lexus ES.

Last year, Audi Korea was the only one among the three major German premium brands to achieve double-digit growth. The company sold 11,001 units, an 18% increase from the previous year, thereby rejoining the "10,000-unit club." President Clotty emphasized that this achievement was the result of consistently adhering to the principle of being "an Audi that keeps its promises."

Last year, Audi Korea introduced all 16 new models promised at the beginning-of-year press conference, building the broadest portfolio in the brand's history. At the same time, significant efforts were made to reorganize the entire network. The company opened and expanded new showrooms in major locations such as West Suwon and Jeju, as well as in key regions nationwide including Busan, Ulsan, and Gyeongnam. It also introduced city mall-type showrooms to enhance accessibility and provide more opportunities for brand experience.

This year, Audi Korea plans to continue focusing on network reorganization and expansion, as well as strengthening customer experience as its core tasks. The company will gradually introduce new retail standards at showrooms nationwide to provide a consistent brand experience, and plans to increase the number of service centers and Battery Competence Centers (BCC) to deliver reliable service in the era of electrification.

President Clotty stated, "Korea remains a very important market for Audi. We will meet expectations at every customer touchpoint by ensuring that everything we say is executed and every promise we make is kept."