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Corporate strategy

Our vision


Audi – the premium brand

Our overriding strategic goal of developing Audi into the world’s leading brand in the premium automobile segment is anchored as the vision in our Strategy 2020, which was first presented in 2010. To reflect steadily changing economic, ecological and social requirements and parameters, we develop and refine the content of our strategy on a continuous basis. However, our strategic areas of activity, which are focused on long-term, sustainable corporate success, also remained unchanged in 2015.

The Audi brand’s strategy 2020

Our mission


We delight customers worldwide

Customer delight remains the mission at the heart of our Strategy 2020. To fulfill our mission, we have defined four strategic areas of activity for the Audi brand:

  • We define innovation
  • We create experiences
  • We shape Audi
  • We live responsibility

“Vorsprung durch Technik” takes center stage in our brand identity, which encompasses the brand values sportiness, progressiveness and sophistication. These are reflected in our products and services. The Audi brand stands especially for technological innovations, modern design as well as high-caliber materials and build quality.

Areas of action

Our Goals


The Audi brand has clear objectives on different areas:


Overview of goals