Audi South Africa presented its strategic priorities for the coming year at the recent Volkswagen Group Africa Indaba, outlining product launches, market position and ownership initiatives.The company said it will continue to base its local strategy on its engineering heritage while aligning with global brand developments, including Audi’s planned entry into Formula One in 2026.
Audi noted two technical milestones this year: 45 years of quattro all-wheel-drive technology and 50 years since the introduction of its five-cylinder engine. The firm reported more than 62 233 quattro-equipped vehicles have been sold in South Africa since 1977 and pointed to the 2.5 TFSI engine used in the RS 3 as a current example of that lineage.
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On sales and market position, Audi South Africa said it recorded steady progress in 2025, supported by launches such as the RS Q8, A5 Sedan and the new S3. The Q3 remained the brand’s best-selling model in the country, with continued demand for the A1 and Q5 ranges.
It said it now ranks second by market share among premium German brands in South Africa and that the country remains its largest market on the African continent. The company also reported South Africa ranked third globally for Audi Sport share relative to total Audi volume sold.
Looking to 2026, Audi South Africa listed the all?new Q3 and Q5 among planned arrivals and said the RS 5 will join the local performance lineup.
The company described several ownership and after?sales measures. Audi Assured, a Guaranteed Future Value finance product from Audi Financial Services, is available nationwide. New vehicles are supplied with a 5-year/100 000 km maintenance plan that can be extended to 15 years/300 000 km. These services are delivered through a national network of 26 dealers.
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Executives framed cost certainty and dealer support as central to customer retention in the premium segment. Asif Hoosen, Head of Retail, Planning & Supply Chain, and Ashley Reddy, Head of After Sales and Network Development, were quoted on the importance of a structured ownership proposition and dealer coverage.
Audi’s entry into Formula One next year will see the company compete as a factory team under the Audi Revolut F1 Team name. Audi South Africa said the programme will be used to link local marketing and engagement activities to the brand’s global motorsport efforts.
Markus Schuster, Head of Audi South Africa, said the company will focus on maintaining product momentum, refining its portfolio and strengthening ownership offerings as it moves into 2026.
Colin Windell for Colin-on-Cars in association with
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