AIR's mission – finding the next big thing
What does it mean to have an edge? To be number one? The best, the fastest? In a literal sense, having an edge means being one step ahead. For Audi, that means finding the right way to respond to global megatrends in the fields of digitization, sustainability, and urbanization. These decisions have a big impact on a customer's living space, their wishes and visions, and ultimately will define the future of mobility.
Audi Innovation Research analyzes these trends and takes a close look at what they mean for the Audi brand, researching and designing innovations that have the potential to revolutionize mobility. Within AIR's offices in Germany, China, and the US, teams are chipping away at the drivers of societal change and coming up with new ways to capture this “edge through technology” – now and in the future.
Each office is assigned an independent role, from classic market and trend research to developing early prototypes. Nevertheless, Audi’s “Strategy 2025” remains the guarding rail for the project-landscape of AIR.
Air Office Ingolstadt
AIR’s heart beats in Ingolstadt. In addition to providing its own market and trend research, the office there coordinates AIR’s activities and aligns them with the corporate "Strategy 2025". Proximity to the headquarters ensures fast communication and rapid decision making. Inquiries can be answered quickly and results can be distributed rapidly.
Head of Digital Business
Audi Innovation Research (AIR) stands for an international mindset and strict user-orientation. Across three continents AIR is working on digital products and services, aiming to deliver market-specific solutions for customers and dealers.
The strategic positioning of AIR within our core markets USA, China and Europe defines a success factor of Audi’s digital business strategy. Based upon the diverse requirements of the regions, it is our aspiration to respond to cultural differences. Especially, when it is about digital products and services, every market has its own pace regarding user willingness and acceptance. This diversity is not only respected, it is in particular the inspiration of AIR’s work. However, one thing is certain as the teams learn a lot from each other and from the different target groups.
The best of AIR? My colleagues are always good for a surprise. Before meeting them you never know, which new idea will be pitched. This is very thrilling and a sign for our business development in the future.
We sense the pulse of our target customers and core markets. This is how we set course for development and our digital portfolio.“
Air Office Coordination
Walking new paths and shaping them; this is what is driving me. At Audi I am able to live this passion since 2011: first of all, within the Technical Development division in the area of sustainable product development, later on, within the sales division. The constant of my career is my sense for new business models linked to the expertise to test and implement them. This background led me to Audi Innovation Research in 2017. Here, I can combine my knowledge with the challenge of coordinating our team’s efforts, defining synergies and deriving solutions for our international markets.