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Corporate strategy

Our vision


Vorsprung is our promise.

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.

Our mission



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.

By 2025 we want to achieve:


  • The best digital processes in the industry
  • 10 million active users on the digital platform myAudi
  • Substantial operating profit through digital services and new business models
  • A superior user experience – number one for customer experience
  • A seamless omnichannel sales and service experience, whether online or directly at the dealer partner
  • A virtually fully connected vehicle portfolio
  • Sustainable product optimization and complexity reduction through the use of data
  • Comprehensive digitalization of the sales processes with the potential to cut distribution costs by 1 percentage point


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.

By 2025 we want to achieve:


  • 1/3 of the vehicles produced are electrically powered
  • Fuel cell vehicle in series production
  • Upscaling Audi g-tron
  • Scaling up Audi e-fuels/e-power, so that all Audi tron customers can drive with virtually no impact on the climate
  • Best system range for alternative powertrains
  • Circular economy in value creation


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.

By 2025 we want to achieve:


  • A significant market share of premium mobility services
  • Inclusion of our services in city-wide intermodal mobility concepts
  • Leading position in automated and autonomous driving

Our targets


Overview of targets