Volkswagen Group Sales Performance Across Different Countries in 2024

A Comprehensive Analysis of Regional Sales Trends and Electric Vehicle Performance

Key Takeaways

Global Decline: Volkswagen Group experienced a global sales decrease of 2.3%, delivering approximately 9.03 million vehicles in 2024.
Regional Variances: While sales declined in key markets like China and Western Europe, significant growth was observed in North and South America.
Electric Vehicle Trends: Overall BEV sales decreased by 3.4%, with notable growth in China offsetting declines in the USA and Europe.

Global Sales Overview

In 2024, the Volkswagen Group delivered a total of 9.03 million vehicles worldwide, marking a 2.3% decrease compared to the previous year. This decline reflects varying performances across different regions, influenced by market dynamics, competitive pressures, and strategic initiatives.

Regional Sales Breakdown

Europe

Europe remained a critical market for the Volkswagen Group, contributing significantly to the global sales figures.

Western Europe

Western Europe saw total sales of approximately 3,258,600 units in 2024, representing a slight decline of 0.4% compared to the previous year. Despite the marginal decrease, the Volkswagen Group maintained its highest market share in Europe for over three years.

Central and Eastern Europe

Sales in Central and Eastern Europe demonstrated resilience, increasing by 1.7% to reach 512,000 units. This growth was driven by steady demand and successful market penetration strategies.

North America

North America emerged as a strong performing region for the Volkswagen Group in 2024.

United States

In the United States, Volkswagen of America achieved a remarkable sales increase of 15.2%, delivering 379,178 units. The fourth quarter alone witnessed a 7% rise compared to the same period in 2023, highlighting robust demand and effective sales strategies.

South America

South America was the standout performer among all regions, showcasing substantial growth.

Brazil

Brazil led the growth in South America, with sales surging by 18.2%, contributing to the region's overall increase of 14.7% to 594,300 units. The expansion was fueled by competitive pricing, improved dealership networks, and increased consumer confidence.

China

China, being one of Volkswagen's largest markets, faced significant challenges in 2024.

Sales Performance

Volkswagen Group sales in China declined by 9.5%, totaling 2,928,100 units. The market experienced intense competition and a "fierce price war," which adversely affected sales volumes.

Electric Vehicles

Contrasting the overall sales decline, Battery Electric Vehicle (BEV) sales in China increased by 8%, reaching 207,400 units. This growth indicates a positive reception towards electric mobility solutions despite the broader market challenges.

Asia-Pacific (Excluding China)

The Asia-Pacific region, excluding China, saw a significant downturn in sales.

Sales Overview

Deliveries in this region fell by 17.6%, totaling 295,200 units. The decline was attributed to sluggish economic conditions, reduced consumer spending, and heightened competition from local manufacturers.

Middle East and Africa

The Middle East and Africa region displayed steady performance.

Sales Growth

Sales in the Middle East and Africa increased by 6.4%, reaching 382,300 units. Factors contributing to this growth included market expansion, favorable financing options, and increased brand presence.

Electric Vehicle (BEV) Sales Analysis

The Volkswagen Group's Electric Vehicle segment experienced mixed performance across different regions in 2024.

Region	BEV Sales	Change from Previous Year
Global	744,800 units	-3.4%
Europe	447,900 units	-5.2%
USA	49,400 units	-30.5%
China	207,400 units	+8.1%

Global BEV Trends

Globally, the Volkswagen Group delivered 744,800 battery electric vehicles (BEVs), marking a 3.4% decrease from the previous year. The decline was mainly due to reduced BEV sales in the USA and Europe, partially offset by significant growth in China.

Regional Highlights

Europe: BEV sales decreased by 5.2% to 447,900 units. However, the BEV order intake in Western Europe surged by 88%, indicating strong future demand.
USA: BEV sales experienced a sharp decline of 30.5%, totaling 49,400 units. This drop reflects challenges in market adoption and competitive pressures.
China: BEV sales in China increased by 8.1%, reaching 207,400 units, showcasing the market's growing acceptance of electric mobility.

Performance of Key Brands

The Volkswagen Group's diverse brand portfolio exhibited varied performance across different markets.

Brand	Sales (Units)	Change from Previous Year
Volkswagen Passenger Cars	4,796,900	-1.4%
Audi	1,671,200	-11.8%
Škoda	926,600	+6.9%
SEAT/CUPRA	558,200	+7.5%

Volkswagen Passenger Cars

The core Volkswagen Passenger Cars segment saw a slight decline of 1.4%, delivering 4,796,900 units globally. Despite the overall dip, strategic initiatives in key markets helped stabilize sales figures.

Audi

Audi faced significant challenges, with sales contracting by 11.8% to 1,671,200 units. The luxury segment was impacted by economic uncertainties and heightened competition from other premium brands.

Škoda

Škoda demonstrated robust performance, with sales increasing by 6.9% to reach 926,600 units. The brand's focus on affordability, reliability, and expanding model range resonated well with consumers.

SEAT/CUPRA

SEAT and CUPRA collectively achieved a 7.5% sales growth, delivering 558,200 units. The sporty models and enhanced brand positioning contributed to this upward trend.

Conclusion

The Volkswagen Group navigated a complex global automotive landscape in 2024, marked by diverse regional performances and evolving market dynamics. While the overall global sales dipped by 2.3%, the group's strategic initiatives in North and South America yielded substantial growth, compensating for declines in key markets like China and Western Europe. The Electric Vehicle segment, although experiencing a global downturn, showed promising growth in China, hinting at future opportunities in the burgeoning EV market. The varied performance across Volkswagen's brand portfolio underscores the importance of tailored strategies to cater to different market segments and consumer preferences.