![]() “Vorsprung durch Technik” has defined Audi’s DNA for 50 years. To ensure that this doesn’t change, Audi’s chief strategist Silja Pieh and her team developed a new process for creating a sustainable and forward-looking corporate strategy. Together with around 500 Audi employees from across hierarchical levels and from major markets such as China and the United States, she spent months analyzing more than 600 global trends in the mobility sector through 2030 that could become relevant to the company. This resulted in strategic areas of activity which the team discussed and evaluated in depth together with the Board of Management. ![]() Some of the insights are obvious – sales and profits will gradually shift, for example, initially from vehicles with combustion engines to electric cars, and later, when autonomous driving offers additional growth potential, to software and services. “One thing our entire team finds extremely encouraging is that many employees and the Board of Management are already deeply committed to the issue of sustainability. We want to further emphasize responsible business practices in the future and rigorously adhere to them,” explained Pieh. ![]() The new strategy focuses on profitable growth and differentiation – and provides guidelines for prioritizing strategic areas of activity. This involves a number of different components, such as employee training, the corporate culture, and a new corporate management system all working in tandem. In addition to the plan to phase out the internal combustion engine, more strongly differentiating Audi’s all-electric vehicles from the competition through quality and design as well as increasing the added value for customers play an important role. This includes a seamless ecosystem for electric and autonomous driving. As of result of the changes, Audi will be in closer and more frequent contact with their customers in the future, with new digital and physical offerings,” says John Newman, head of digitalization at Audi.Īudi will also more closely align business success with sustainable activities on the basis of environmental, social, and governance (ESG) criteria.
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