Strategy

The automotive industry is experiencing radical upheaval. The Audi Group is likewise in the process of redefining itself for the future and playing an instrumental role in shaping the transformation as we head into a new age of mobility. Step by step, the Company is implementing its Strategy 2025 – with a consistent focus on the action areas digitalization, sustainability and urbanization.

Our vision

   
Three global megatrends will define the mobility of the future: digitalization, sustainability and urbanization. We have the right answers to these megatrends. We have a clear strategic plan to defend our Vorsprung durch Technik. We have the potential to revolutionize mobility.

We are shaping “The New Premium.”

Our mission

   
Digitalization

Digitalization

We create the digital experience of tomorrow.

 

The premium mobility experience of the future is digital. Many customers already cultivate a digital lifestyle and link up many areas of their everyday lives – so they also expect a completely connected car. With digital services for our customers, we are utilizing new business models and revenue potential – and that means in retail, in the car, and above all with additional mobility services.

We are creating the digital experience of tomorrow. This will make mobility safe, convenient and individual. Our automobiles will become an integral component of our customers’ digital lives.


By 2025, we will achieve specific goals in the area of digitalization:

  • Earnings of 1 billion euros
    With digital services and business models, we want to achieve a contribution to operating profit of 1 billion euros in 2025. The myAudi customer portal will help us to do that.
  • One Digital Platform (ODP)
    We are developing a digital infrastructure with integrated service and vehicle back-ends at the Volkswagen Group, in order to roll out services worldwide on the basis of standards applicable across all our brands.
  • Common vehicle architecture (E3 architecture)
    We are creating a common, efficient and intelligent electronics architecture across the Group’s brands, modules and platforms (end-to-end electronics architecture).
  • Digitalizing Audi
    We are digitalizing our processes and thus enhancing our efficiency – for example, through systems engineering and virtual development. 

Digitalization gives Audi a new route to showcase our innovativeness to customers.

John Newman, Head of Digitalization – Corporate Strategy

Sustainability

Sustainability

We take electric mobility to the next level.

 

We equate sustainability with fitness for the future. With sustainable products and services, we enable our customers to achieve individual premium mobility. This is why we are driving forward the development of innovative drive technologies and reducing our ecological footprint.

For us, sustainability means future viability.

Peter F. Tropschuh, Head of Sustainability Strategy at Audi

We are taking electric mobility to the next level in terms of technology and quality, and in this way will become the Number 1 among the premium suppliers. The world premiere of the Audi e-tron marks the start of this model initiative. Starting in 2018, we are gradually electrifying our product range.

 

By 2025, we will achieve specific goals in the area of sustainability:

  • Leading premium brand for electric cars
    In the year 2025, we will sell approximately 800,000 electric cars and plug-in hybrids – approximately every third Audi. We want to become the leading premium brand for electric cars.
  • All main model series electrified
    With our Roadmap E, we will offer an electrified version in each of our core model series by 2025, either fully electric or as a plug-in hybrid. By then, we will have more than 20 electrified models in our portfolio.
  • CO₂-neutral facilities
    Brussels is our first certified CO₂-neutral plant. Following this example, we want to make all of our facilities CO₂-neutral by 2030.
  • Fuel-cell car in series production
    We are developing fuel-cell technology to series maturity and will launch a small series by the early 2020s.

 

Urbanization

Urbanization

We are the trendsetters for autonomous mobility.

 

Cities are reaching the limits of their capacities. New solutions are required so that individual mobility does not come to a standstill. Autonomous driving and parking will be an integral component of intelligent, sustainable and connected mobility in the future. It will enhance the safety of all road users and improve traffic flows – and will also give customers more time.

 

The car must become part of the solution: for intelligent and livable cities with zero emissions and integrated transport concepts.

Roland Villinger, Chief Strategy Officer & Chief Digital Officer AUDI AG

We are global leaders for autonomous driving – and are redefining individual mobility for the urban environment. The Audi Aicon show car demonstrates our vision: fully electric, fully autonomous and fully connected.

By 2025, we will achieve specific goals in the area of urbanization:

  • Technology leadership for autonomous driving
    We will be global leaders for autonomous driving – with cars in customers’ hands and in car-sharing fleets.
  • Autonomous driving in series production
    In the early 2020s, we will present our first autonomous electric car in a pilot fleet on the basis of the Audi Aicon. In the middle of the next decade, we will have an autonomous car in series production.
  • Mobility concepts with Vorsprung
    We will offer our customers tailored mobility services. Audi on demand is primarily aimed at urban customers, allowing them easy access to their desired premium car – whenever and wherever they want.
  • Vertical individual mobility
    We’re developingIngolstadt into a model city for autonomous driving and are testing groundbreaking future technologies. With Airbus, we’re testing the operation of air taxis. The Pop.Up Next driving and flying transport system will open the door into vertical individual mobility.

Implementation and Goals

Audi Transformation Plan


We are positioning Audi for the future – both financially and organizationally.

By 2025, we will invest approximately 40 billion euros in digital, electric and autonomous mobility. A comprehensive transformation plan will help us to do so. With it, we intend to enhance our performance by 2022, while improving processes and structures at the company. The plan will accelerate new, profitable business models and fascinating automobile milestones such as the Audi Aicon.


We have set specific goals:

  • An earnings contribution of at least 10 billion euros
    With the Audi Transformation Plan, we will release an amount of at least 10 billion euros in the next 5 years, by specifically improving our cost ratios and strengthening our performance.
  • Reduced complexity, increased efficiency
    We will make even better use of synergies within Audi and the Volkswagen Group. We will streamline our processes and remove unnecessary complexity from areas without customer relevance.
  • Expertise development and further-training initiative
    With new organizational structures and the intensified development of expertise, we will boost the speed of change at our company. We will increase the budget for further training to more than half a billion euros by 2025.
  • Long-term margins of 8 to 10 percent
    We aim to achieve a stable, high operating return on sales of 8 to 10 percent.

Integrity, Respect & Cooperation


Acting with integrity and responsibility is the foundation for our success.


We have set specific goals:

  • Ensuring social responsibility and integrity
    For us, economic success and responsible action are inseparably linked. Respect, openness, responsibility and integrity are therefore key corporate values. This is based on trusting cooperation throughout the Group and individual responsibility – always in conformity with the company’s values and rules and one’s own moral compass.
  • Promoting a culture of leadership and cooperation
    We Audi people shape our company – with our decisions, in our daily work and in the way we interact with each other. We want to use the code of cooperation, the four corporate values and the Audi leadership mission as guidelines, so that on this basis, we can continue to be economically successful as well as responsible.  

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