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As technology advances at a breakneck pace, the depreciation of existing models is becoming more pronounced than in traditional gasoline-powered vehicles. For instance, the OEMs, like Tesla, often deal with price adjustments affecting resale values by thousands of dollars, but Audi's situation appears more severe.
Audi's Financial Woes: A Wider Context
Adding to these customer concerns is Audi's financial landscape, which has been turbulent in recent times. The company reported a staggering 91% decline in profits for Q3—a shocking indicator of some troubling trends. Traditionally reliant on strong sales in China, Audi is now facing stiff competition from local brands that offer both advanced technology and lower price points.