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Mercedes-Benz faced struggles as well, noting a 3% decline with a total of 1.98 million units sold in 2024. This decline is attributed to reduced sales in both China and Europe. The luxury automaker's battery electric vehicle (BEV) sales also plummeted, further complicating its position as stricter EU emissions targets come into effect.
Audi, historically a mainstay in the German automotive market, reported a dramatic drop of 12% to 1.67 million vehicles sold for 2024, trailing Tesla's nearly 1.8 million. For the first time, Tesla has overtaken Audi in global sales and this marks a pivotal moment where Audi must reevaluate its strategy amidst these pressing challenges.