Audi Korea will unveil new models this year, including the brand's flagship midsize sedan "A6" and the compact sport utility vehicle (SUV) "Q3." The company also plans to further strengthen touchpoints with customers by expanding its nationwide dealer network and service centers capable of high-voltage battery repairs.
On Jan. 15, Audi Korea President Steve Klotte held the "2026 media roundtable" at the Audi Dosan-daero showroom in Gangnam District, Seoul, and outlined this year's strategy along with a review of last year's performance.
Audi Korea introduced 16 new models in Korea last year. Total sales rose 18.2% year over year to 11,001 units, with electric vehicles increasing 26.6% to 4,427 units.
Klotte said, "This year as well, we plan to continue our connection with customers and steadily expand opportunities to experience the values Audi pursues," adding, "We will introduce the most essential and representative models."
Among the new models slated for release this year, the most noteworthy is the fully redesigned ninth-generation A6. The new A6 features mild hybrid (MHEV) technology that enhances both efficiency and driving performance. Audi said it will also come equipped with new digital lighting, an intuitive infotainment system, and advanced driver assistance systems.
Klotte said, "With cumulative sales in Korea surpassing 122,000 units, the A6 has established itself as the most beloved model in Audi Korea's history," adding, "The new A6 will carry on that legacy while clearly presenting Audi's future through advanced technology and even more refined driving performance."
The third-generation Q3, a premium compact SUV, will also be launched. The company said it features a confident design, a new damper system (vibration energy absorber), an efficient powertrain (engine), and improved driver assistance systems. Klotte said, "In particular, the digital matrix LED headlights with micro light-emitting diode (LED) technology are the core innovation that defines this generation."
As for diesel cars, whose popularity has recently plunged, the company decided to adjust its strategy according to market conditions. Klotte said, "If there is demand for diesel cars, we will keep offering them to the market, but we need to watch how the market responds and how customers behave before deciding," adding, "Since the share of diesel cars is already very small, we will maintain the current mix (by fuel type) in a way that meets market demand."
Audi Korea currently sells diesel versions of some models, including the midsize SUV "Q5." According to the Korea Automobile Importers & Distributors Association (KAIDA), Audi Korea's diesel sales last year did not reach even 300 units.
Following last year, Audi Korea will continue to expand its nationwide dealer network this year. An Audi Korea official said, "We plan to further strengthen customer hubs with a tighter focus on key bases such as Namcheon, Anseong, Mapo, and Bucheon." Last year, new showrooms opened or expanded in key regions nationwide, including West Suwon, Jeju, and Busan–Ulsan–Gyeongnam.
In addition, to improve customer trust, the company will expand service centers (BCC) capable of high-voltage battery repairs. It also plans to strengthen service accessibility, focusing on regions with high customer demand such as Sasang, Pohang, Uijeongbu, and Bucheon. Klotte said, "Our top priority is to provide customers with a more meaningful, efficient, and accessible brand experience."