An imminent increase in US tariffs would have a significant impact on Audi, according to the CFO of the four-ring company, Jurgen Rittersberger. The central issue, at the moment, is not only the possible measure proposed by US President Donald Trump, but also the operational consequences for a company that is preparing to launch its largest SUV in the US this summer. Rittersberger clarified that the measures have not yet been confirmed, but emphasized that the possible application of tariffs on cars would represent a major burden for the entire business.
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Audi fears US tariffs
Trump has indeed threatened to raise tariffs on car imports from the EU up to 25%, arguing that the European Union did not comply with the EU-US trade agreement from last year. While awaiting official developments, Audi’s CFO highlighted that if the measure were introduced, the effect would be significant for the company. The company itself is currently continuing to assess the situation. The pressure comes in an already complex context for the Volkswagen Group, because the subsidiary is particularly exposed to trade barriers. In the absence of its own production in the US, Volkswagen relies on imports from Europe and Mexico to serve the American customers.
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The Q9 SUV is at great risk
The potential impact of tariffs also concerns the most representative range. Audi’s flagship luxury SUV, the Q9, is produced in Bratislava, Slovakia, and would therefore be directly affected by the proposed tariffs. The German company has been discussing the possibility of building a production base in the US for years. But Rittersberger explained that, without political support through subsidies, tariff reductions, or similar measures, it would be difficult to carry out such a project. Meanwhile, Audi maintains profit forecasts for 2026 without considering further increases beyond the current 15% tariff.
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