Audi’s delayed entry into U.S. manufacturing—nearly two decades after competitors—has sparked questions about strategy and opportunity. The brand’s former president clarifies the reasoning behind this wait, including why it chose a greenfield site in Georgia over existing Volkswagen Group plants already operating in the country. Insights into Audi’s cautious approach and the factors influencing its production decision offer a rare look at the automaker’s long-term planning. The explanation may reshape understanding of how global carmakers weigh risk, market demand, and infrastructure when expanding in the U.S.
A former Audi of America president explains why the brand waited nearly two decades to commit to U.S. production and why it bypassed existing Volkswagen Group plants in the U.S. for Georgia.
