Intelligent Personalization: When an Audi Becomes Your Audi

How did you come to Audi, and what detours did you take along the way?

Melanie: Ever since I got my driver’s license, my first Audi – an old bright yellow Audi 80 Coupé – accompanied me throughout my studies. I’ve always been a fan of the brand, so it was a dream come true to start my professional journey at Audi. During my master’s degree, I had the incredible opportunity to dive into the innovative environment of Silicon Valley through an internship and my master’s thesis at the Volkswagen Group of America. Inspired by the dynamic lifestyle and work culture there, I decided to emigrate to the USA and secured a local contract. After spending a total of seven enriching years abroad, I returned to Audi, where I now feel at home.

What qualities did you take with you from the working world in Silicon Valley?

Melanie: First and foremost, the remarkable “nothing is impossible” mindset. While the work culture in Silicon Valley is fast-paced, it offers inspiring insights into an extremely positive, hands-on mentality. Silicon Valley is home to many leading technology companies and start-ups, such as Tesla and Rivian. With friends working there, I gained insights into the work culture and the latest developments. It’s a hotspot for innovations that have seamlessly integrated into people’s everyday lives. The early access to responsibility means you learn to swim in cold water from day one – quickly and efficiently. Those seven years were a crash course in adaptability for me. It was an enlightening experience that showed what interesting stories, backgrounds, and ultimately results such a diverse work culture brings.

And what are the differences? What does Ingolstadt offer you that Silicon Valley didn’t?

Melanie: In Ingolstadt, we don’t just work in a single building; we bring an entire city to life. What I love about working here is the close connection to the product – the vehicles. I help design new technologies and functions that are integrated into our models. By being responsible for a function, I can actively shape the product strategy from the early stages. I am closer to the development and can see the results of my work immediately.

You said earlier that you “make an Audi your Audi.” Can you elaborate on that?

Melanie: We work hard every day to make our customers’ journeys even more personal, so that every Audi is just right for its owner. This starts with the seat and steering wheel position and extends to details such as the display brightness, the color selection of the interior lighting, the multimedia settings, or – what I personally particularly appreciate – the preferred temperature. That is our aim: to create a perfectly individualized driving experience.

That sounds exciting! What can we expect from the future?

Melanie: The future of vehicle personalization promises exciting developments that will significantly improve the driving experience. It will also make it easier for customers to set up their personal preferences when changing vehicles.

What makes working at Audi so special for you?

Melanie: Working directly on the car brings me a lot of joy. I appreciate my entire working environment with all its exciting challenges. Personally, I really enjoy test drives. As a team, we get to see and experience the results of our work firsthand, and I have the privilege of driving the latest Audi models even before they are available to customers. It reminds me of the beginning of my career with my first Audi – the bright yellow Audi 80 Coupé.