We inspire through individual, sustainable premium mobility.
Our premium vehicles are the foundation.
The automotive industry is undergoing a transformation: New competitors, new customer desires and new fields of business are arising. This change is being driven by the megatrends of digitalization, sustainability and urbanization and it results in new challenges. Mastering these successfully will require us to transform our company fundamentally. We are now beginning this process of reshaping Audi. But where do we want to go? We have defined this in our new Audi Vision: We will become a supplier of sustainable, individual premium mobility, delighting customers across the globe. Our premium vehicles continue to form the foundation for this. The key message is therefore: Our core business is and will continue to be the key foundation for our success. We are positioning ourselves for future success. In doing so, however, we are remaining faithful to our DNA – Vorsprung is our promise. And this promise is kept by our sustainable premium vehicles superior to those of the competition as well as by our mobility offers and services.
We are digitalizing our processes and creating a platform for integrated, connected premium mobility and digital services.
Digitalization is radically changing our customers' everyday lives. They expect all areas of their lives to be connected – and the car is becoming part of their connected environment. Customers want to be "always on" – as well as and especially when in the car. New competitors from the IT industry and highly dynamic start-ups are meeting these customers needs with digital services and mobility offerings, thereby pushing their way into the domains of the car manufacturers. However, the digital transformation also opens up new opportunities for the traditional automotive companies.
With digital services for our customers, we can open up new business models and exploit new sales potential – in trade, in the vehicle and, above all, with mobility offerings which extend beyond the vehicle. A central platform forms the common basis for this – a digital ecosystem which is equally attractive to customers and partners. Artificial intelligence creates faster and, above all, self-learning systems. Moving forward, the further development of these systems will present us with the opportunity to shape brand new customer experiences and processes. On top of this, digitalization enables us to exploit substantial efficiency potential. This serves to finance necessary investments in future topics.
This is why Audi is pursuing its mission to intensively drive digitalization. We will consistently digitalize our processes and create a central platform for integrated, connected premium mobility and digital services.
Digitalized processes increase efficiency by ensuring faster workflows. Audi wants to play a leading role here. With this, we are freeing up resources for future topics.
We want to delight our customers with simple, intuitive control logic and digital realms of experience. This is also the prerequisite for the intensive use of Audi digital offerings.
We want to reach the profit zone as quickly as possible with digital and mobility services and achieve a substantial contribution to profit with these by 2025. We want to use this offer to give valuable time back to our customers.
We want to enable standardized access to the digital Audi world for all customers and open this platform to third-party suppliers as an ecosystem which is equally attractive to customers and partners.
In future, all new Audi cars will be online and feature Audi connect as standard equipment. Existing vehicles will also be made Internet-capable via attractive after-sales solutions.
We stand for sustainability in our vehicles and services throughout the entire value chain.
To us, sustainability means future viability. With sustainable products and services, we want to provide our customers with individual premium mobility that copes with the pressing challenges of the future: resource scarcity, environmental destruction and climate change.
This is why we are advancing the development of innovative drive technologies. We are investing in fuels that allow for climate-neutral driving and that reduce the ecological footprint of our production facilities. And we are working on material cycles that leave no room for waste.
Sustainability not only encompasses product-related environmental aspects, but it is also valid to civic and social issues. We believe that vehicles can offer not only individual value, but also social value – for instance, by improving air quality rather than continuing to impair it.
Our demand for social sustainability also applies to our supply chain. This is why we are working toward having every stage of the value chain increase social value – including refraining from child labour and human rights abuses. On top of that, we also sponsor projects that make life better for people inside and outside the company.
Electromobility is a key issue for emission-free mobility. This is why we are focusing on the development of electric drive technologies. In the year 2025, a third of the vehicles we produce will be electric cars.
We also want to promote other emission-free drive technologies and will bring a production fuel cell vehicle to the market by 2025. This is a technology that has not yet managed to break through, mainly due to a lack of infrastructure. Yet we are nevertheless banking on the advantages of emission-free hydrogen technology: long ranges and short refuelling times.
We will continue to expand our Audi g-tron range, another mainstay of sustainable drive concepts. These models can run on both conventional natural gas (CNG) as well as climate-neutral Audi e-gas. By 2025, we want to significantly increase the proportion of vehicles in our fleet powered by natural gas.
At Audi, sustainable mobility also encompasses synthetic and petroleum-independent fuels. Whether it be natural gas, gasoline or diesel, Audi has already demonstrated its technical capabilities to produce CO2-neutral fuels. We want to develop e-fuels/e-power to the point where all tron customers – that is, drivers of e-tron, g-tron and h-tron models – can drive without impacting the climate.
Electromobility is only sustainable if the energy it consumes comes from renewable sources. This is why we are working on a range of systems for electromobility that combines charging from private and public infrastructure with renewable energies. Vehicles will additionally become part of a “smart grid” – an intelligent power network that encompasses the interconnectedness and control of power generators, power storage devices and power consumers.
The scarcity of valuable raw materials for the production of our vehicles will be an important issue in the future. Particularly in electric vehicles, certain raw materials are used that are either rare or associated with social conflicts (for example, with violations of human rights). But also less uncommon raw materials can be brought into a closed circuit. The implementation of a circular economy will therefore become a fundamental principle in the development, production and marketing of our products.
As a part of this society, we have to take responsibility for our own employees as well as for the people outside the borders of our plants. Through a multitude of initiatives, we will ensure that Audi fulfils this responsibility. We have also signed the United Nations Global Compact. This worldwide pact between companies and the UN defines ten principles to ensure social and ecological standards.
By working together with cities worldwide we ensure access to individual, city-friendly premium mobility.
The share of the global population living in cities is growing steadily. Major cities are drivers of the economy and innovation. But increasing urbanization accelerates urban density and the city infrastructure reaches its limits of capacity. As a result, space becomes the new gold in the city. This leads to a paradigm shift – away from the car-friendly city and towards city-friendly mobility.
To ensure that personal mobility does not cause things to grind to a halt, new solutions are required in urban areas. Instead of banning cars from the city, they can become part of the solution: for an intelligent, sustainable and liveable city with zero emissions and a connected traffic concept. Within the scope of Audi Urban Solutions, we are kicking off various initiatives and pilot projects which are developing new solutions and business models. Piloted driving and parking play a key role here. Automation becomes an integral part of future intelligent, sustainable and connected mobility: It increases the safety of all road users, improves traffic flows and aids the more efficient use of space in the city.
With this we are pursuing the mission to ensure access to individual, city-friendly premium mobility by working together with cities.
"Vorsprung" also means understanding the logic and aims of cities. For this purpose, we established Audi Urban Solutions, our strategic business unit for the city of the future. We want to implement one pilot project from Audi Urban Solutions in the USA, Europe and China with which we make life in the city more livable with our technologies and services as an integral part of traffic management.
We want to enable our customers to benefit from the best possible individual mobility in urban areas – either in their own vehicle or through mobility services. We embed our offer in an overall urban mobility concept.
To drive the breakthrough of new mobility services, we want to establish an independent platform that offers customers the best services in cities. It will also be open to other providers.
We want to be the market Number 1 in the premium segment for piloted vehicles. With autonomous driving, i.e. full vehicle autonomy, we want to be one of the manufacturers with the best offers in the premium segment.
We want to make premium mobility offers widely available in the market and awaken the enthusiasm of as many customers as possible for this
The automotive industry is currently undergoing a phase of reinvention. In order to develop future topics and put them on the company agenda, investments in the billions are required. We want to continue financing our future out of our own pocket. We are therefore striving for a long-term sales return of between eight and ten percent. Among other things, we will achieve this through strategic realignment and by consistently saving costs where it is possible to do so without sacrificing quality.
Growth is important. Viewed alone, however, it is not a conclusive statement. For Audi as a premium manufacturer, this means: The most important factor in our core business is first and foremost the return and not the volume.
New products, services or business models – particularly in the digital world – only become profitable from a significant volume. One of our central future topics is digital services. Our aim is to reach a substantial number of customers and achieve a significant result and attractive return by 2025.
We want to be a pioneer in the transformation of the automotive industry. This is a highly challenging target, as we are facing new, ambitious players as well as our established competition. No one can shape the future with the structures and processes of yesterday. We are therefore realigning ourselves step-by-step in order to be able to act more flexibly, with a higher degree of adaptability and faster in general.
We are striving for nothing less than a top corporate image in terms of brand, quality, innovation, design, employer attractiveness, corporate culture and integrity. In China and the USA in particular, the image values are important for further growth. Only when rated as an attractive employer will we manage to awaken enthusiasm for Audi among the best employees and talents in future topics.