The demand is there, just not for Audis. VW is barely present in the top 9[1] with the ID4, 120k units sold compared to >1M Tesla Y+3. The rest is Chinese cars, BYD, GAC, Wuling. By volumes[2] BYD is #1, closely followed by Tesla and then a mix of German and Chinese companies with much smaller (<1/4x) market share by Q3 2023.
So, what sells? Compact crossovers and sedans (C-segment) priced around €40k, with a much smaller market for compact more affordable EVs (B-segment) priced below €25k. What is Audi offering? Four beefed up SUVs (J-segment) and a sports model (S-segment). What is BMW, the top German automaker by 2023 sales offering? Three sedans (E and F-segment), a SUV (J-segment) and Minis (B-segment). Tesla and BYD are spot on, the others not so much. All the German automakers combined cannot even match Tesla volumes.
So, what sells? Compact crossovers and sedans (C-segment) priced around €40k, with a much smaller market for compact more affordable EVs (B-segment) priced below €25k. What is Audi offering? Four beefed up SUVs (J-segment) and a sports model (S-segment). What is BMW, the top German automaker by 2023 sales offering? Three sedans (E and F-segment), a SUV (J-segment) and Minis (B-segment). Tesla and BYD are spot on, the others not so much. All the German automakers combined cannot even match Tesla volumes.