Audi verliert die Spur — Vom Premium Star zum Sorgenkind in Ingolstadt

Why did Audi's sales plummet by twelve percent—in a year when its models are better than ever? This video analyzes the Audi crisis from the inside: the Brussels plant closure, the failed electric strategy, the collapse in China—and the decisions that led one of Germany's strongest premium brands into a margin catastrophe. Behind the quarterly figures are names. Marc Delcourt, who, after twenty years at Audi, learns from a colleague's screenshot what's happening to his plant. Georg Huber, who invests €340,000 in his Audi showroom and receives only two inquiries three months later. Katrin Reimer, who spends three years developing battery technology for the Q6 e-tron and then receives a furlough notice. The roots of the Audi crisis reach back to 1980—to the quattro, to rally victories, to a brand identity built on decades of proven success. And then, in two years, halved. We're following how Duesmann's EV-first strategy, BYD's collapse in the Chinese market, and a downward spiral of discounts have systematically damaged Audi's premium image. The video shows the complete story: from Ingolstadt's decade of success to the first plant closure in the company's history, to the question of whether Döllner's course correction and the new PPE platform can still turn things around before the next financial results are released. What do you think—does Audi still have a real chance? Let us know in the comments. Subscribe to the channel if you want to follow this story. The video shows the complete story: from the Ingolstadt decade of success to the first plant closure in the company's history, to the question of whether Döllner's course correction and the new PPE platform can still turn things around before the next financial results are released. 0:00 - Audi's Sales Crisis 1:32 - The Brussels Plant 4:14 - Quattro and Rise to Power 8:30 - Betting on Electric Vehicles 12:46 - Dealers Without Buyers 15:00 - BYD Attacks 16:38 - Leadership Change and Drastic Cuts 22:55 - The Discount Trap 26:05 - Döllner's Restart 30:13 - Pikes Peak and Outlook