Audi Korea, which began restoring trust last year as "the Audi that keeps its promises," will attempt a fast start in the new year with the twin pillars of the A6 and Q3. The company set a goal to achieve complete restoration of trust through a consistent strategy following last year.
Audi Korea (president Steve Clotty) held the "2026 new year media roundtable" at the Audi Dosan-daero showroom on the 15th and announced the brand's new year strategy and direction to members of the media.
At the roundtable, President Steve Clotty first reviewed last year's trajectory. He checked whether the plans and promises he presented in his first official communication with domestic media early last year had been well executed over the past year.
The conclusion was "the Audi that keeps its promises."
In his remarks, Steve Clotty said, "Over the past year, Audi Korea has focused on a single principle: becoming 'the Audi that keeps its promises.' We have placed the highest value on restoring trust through consistency of execution rather than short-term results." In practice, Audi Korea kept its promises by expanding a solid product portfolio.
In 2025, Audi Korea introduced a total of 16 new models to the Korean market. Thanks to 'the execution of promises,' Audi Korea was able to build the broadest product portfolio since its establishment.
Audi Korea's efforts produced an immediate consumer response. By operating electric and internal combustion models in balance, it recorded an 18.2% increase in sales year on year and a 26.6% increase in electric vehicle sales.
The A5 and Q5 based on the PPC platform proved the completeness of internal combustion technology and broadened choices, while the Q6 e-tron and A6 e-tron equipped with the PPE platform indicated the direction of next-generation electrification technology and digital experiences. In particular, the Q4 e-tron sold 3,011 units and achieved the No. 1 position for a single model in German premium imported electric vehicle sales for the second consecutive year. This is an indicator that electrification capabilities led to clear results even within a balanced lineup, and it shows that Audi's electrification competitiveness in the domestic market is producing tangible outcomes.
In 2025, customer experience was enhanced through a comprehensive reorganization of the network. Major hubs such as West Suwon and Jeju, as well as nationwide key regions including Busan, Ulsan and Gyeongnam, expanded and newly opened facilities to increase customer touchpoints, and showrooms in a city mall format strengthened accessibility and brand experience opportunities.
Service centers also established a foundation to provide consistent premium service everywhere through renovations, expansions and new openings. Currently, all Audi service centers in Korea can repair electric vehicles, and the number of specialists for high-voltage battery repair increased by about 20% in one year, greatly strengthening on-site response capabilities. In December last year, the "5+2 extended warranty program" was launched by being sold directly to customers, adding trust and reassurance for long-term ownership.
▲Audi's technological competitiveness implemented in F1 in the new year
Audi plans to demonstrate its technological competitiveness and brand vision on the global stage by entering Formula 1 in 2026. The technologies accumulated through F1 are expected to lead to future mass-production car development and strengthened brand competitiveness, and to more clearly show Audi's brand philosophy of 'Vorsprung durch Technik' (progress through technology).
Audi Korea will make network reorganization and expansion and enhancement of customer experience its core tasks in 2026 as well. It will gradually introduce PSC (Progressive Showroom Concept), a new retail standard, to showrooms nationwide to provide a more consistent brand experience, and expand service centers and BCC (Battery Competency Center) to provide reliable service in the electrification era.
The key models introduced this year will include Audi's representative A6 and Q3, as well as new cars in new segments.
The new A6, based on the PPC platform, strengthened both efficiency and driving performance with MHEV plus mild hybrid technology, and increased its completeness as a premium business sedan through new digital lighting, an intuitive infotainment system and more advanced driver assistance systems.
The third-generation Audi Q3 is a bestseller in the premium compact segment, applying a confident design, a new damper system, an efficient powertrain and improved driver assistance systems. In particular, the digital matrix LED headlights with micro LED technology are a key element representing this generation.
▲the start of 2026, Audi open house
From January to March 2026, Audi Korea will operate the "Audi Open Haus" at official showrooms nationwide. The open house is a program designed to express gratitude to customers and allow them to directly experience Audi's brand and core models in a relaxed and comfortable environment. Centered on four core models — the A3, Q3, Q7 and Q8 — it will offer new customers a new start with Audi and convey sincere gratitude to existing customers.
Audi Korea plans to continue sustainable growth and meaningful progress in 2026 under a clear and consistent strategy. Steve Clotty said, "Korea remains a very important market for Audi, and we will meet expectations at every customer touchpoint by executing what we say and keeping the promises we make."
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