BERLIN, May 5 - Audi intends to go ahead with the U.S. debut of its top-of-the-line Q9 SUV this summer despite the prospect of a higher tariff on European automotive imports, Finance Chief Juergen Rittersberger said on Tuesday.
Rittersberger noted that while a contemplated rise in duties to 25% - as announced by President Donald Trump - would place a substantial burden on Audi, the increase has not been finalized. He emphasized that the company is moving forward with the Q9 launch even as the trade environment remains unsettled.
Audi's exposure to potential U.S. trade measures is heightened by the fact that the brand does not currently operate a production facility in the United States. Instead, it depends on vehicles shipped from its plants in Europe and Mexico to meet demand among American buyers, a reliance that Rittersberger said makes Audi particularly sensitive to tariffs and other trade barriers.
The Q9, Audi's flagship luxury SUV, is manufactured at the automaker's Bratislava plant. Despite the planned U.S. release this summer, the absence of local production means that any tariff increase would have direct cost implications for the model's entry to the American market.
Audi has been evaluating the possibility of establishing its own manufacturing presence in the United States for several years. Rittersberger said the company is currently assessing different paths together with Volkswagen to determine whether a U.S. plant is viable.
"Without political support in the form of subsidies, tariff reductions, or similar measures, it will be difficult."
Rittersberger’s comment reflects the company’s view that governmental measures - whether financial incentives or trade concessions - could be decisive in making U.S. production economically feasible. He framed these considerations as part of a broader exploration of options with Volkswagen, without providing a specific timeline or committing to a final decision.
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