Audi CEO Gernot Dollner on October 25, 2026, defended the company's plan to build a new $4 billion factory in Georgia, USA, calling it a business decision aimed at boosting sales and reducing the risk of US tariffs. Dollner stated that Audi has greater ambitions for the US market and has not yet fully tapped into its potential as the world's second-largest luxury car market. The factory will be Audi's first in the US, a plan that US President Donald Trump announced at a rally in Georgia on October 24, 2026.