Shaping the future of premium mobility
Our understanding of Vorsprung
Is it possible to fall in love with an aesthetic? This is the great power of design: it can create objects that touch us deeply with their brilliance. We love the dynamism and agility of our cars yet, at the same time, we stand for a responsible and refined type of performance. Audi represents spiritual values above material wealth. In producing premium cars, we combine high quality and perfection with accessibility and understatement. We dedicate our technologies to improving people’s lives, to making better progress in our complex world – through smart solutions that work intuitively.
Human Centricity is key
We think and work in a holistic way, giving equal regard to our customers, employees and society.
No matter how enthusiastic our engineers and designers may be about a product, it only makes sense to us if it is also relevant to our customers, if it creates a real benefit. We communicate constantly with our customers. For only by doing so can we understand their wishes and requirements.
Some see what’s there. We see beyond.
Seeing the world with different eyes is what drives us. That is why we dedicate every waking moment to shaping the future. It’s how we develop the world a little more each day – with our ideas, our passion, and our vision for a future mobility.
Sustainability
For Audi, sustainability is about having a value-oriented responsibility to the future. About a balance between economics, ecology and society. It means looking at the big picture. Being transparent and acting with integrity are as much a part of this as taking a long-term and consistent view of things. For Audi, the future is an attitude: it’s about taking moral responsibility and leading by example.
Design
Design is about more than giving a shape to cars. It is part of a greater, more powerful idea. It is about people and their passions. Audi is pushing the boundaries of the familiar design categories. Lighting, exterior and vehicle design are raised to new levels of inspiration and perfection. It demonstrates the power of stunning aesthetic innovation. Where others offer pure functionality, Audi offers customers deep emotional impressions with fascinating details and a visionary touch.
Digital
For us, digitalisation means making life easier and more convenient with the aid of digital formats. One of the main tasks here is to interconnect various formats and services in a meaningful and seamless way. Our aim is to make the multitude of information from today’s digital world useful for customers and to integrate it fluently and almost imperceptibly into their environment and daily lives. For us, ‘Vorsprung’ also means doing this with the greatest possible degree of individualisation and personalisation.
Performance
Performance is an integral part of Audi’s progressive attitude. It is deeply rooted in our DNA. Perfectionism in the development of high-performance vehicles and a responsible handling of performance, power and speed also play a significant role. We set no limits on precision, efficiency, superior power and elegant design. For us, the will to constantly produce better performance and to drive developments forward is paramount.
