Audi expects rising profitability this year as it launches new models including the Q9 SUV and implements cost-saving measures. The luxury brand under Volkswagen AG aims to offset challenges from tariffs and intense competition in China through these strategic initiatives. These efforts come as the automotive industry faces mounting pressure from trade tensions and shifting consumer preferences.

New SUV models represent a key growth driver for Audi's portfolio. The Q9, positioned as a flagship offering, targets affluent buyers seeking premium features and advanced technology. This launch follows years of investment in electric and hybrid powertrains, positioning Audi to compete with rivals like BMW and Mercedes-Benz in the luxury segment. The timing aligns with recovering demand in Europe and North America.

Cost efficiencies will complement product launches in boosting margins. Audi plans to streamline operations and reduce expenses across manufacturing and supply chains. These measures aim to cushion the impact of potential tariffs on vehicles imported to key markets. By combining new model appeal with operational improvements, Audi seeks to strengthen its financial performance despite challenging market conditions.