Four-part harmony

Sixth floor, Building S49 of the Audi plant in Ingolstadt. This is not a room you would expect to find on a carmaker’s premises. It is not a design studio, not a body shop and not an office. Instead, it’s a place for music – the rehearsal room of the Four Rings’ works orchestra, the Audi Philharmonic Wind Orchestra. Here, Audi Board Members Alexander Seitz and Wendelin Göbel meet with sociology professor Stefan Kühl and integrity expert Holger Eckstein. A discussion about the conflicting pull between goal-oriented leadership, the pressure to perform as well as integrity and compliance.

03/15/2018 Text: AUDI AG, photos: Klaus Mellenthin Talking Business Reading Time: 6 min

Mr. Göbel, here we are holding a conversation between drums, trumpets and music stands. Isn’t a company such as Audi a little bit like a big orchestra?
Göbel: Yes, there are a lot of parallels. Each musician is an artist in their own right with unique skills. But to achieve lasting success, they all have to devote themselves to a greater cause, casting aside vanity and sensitivities. And follow the conductor’s lead. If just one of them steps out of line, the overall sound quality suffers.



Wendelin Göbel

Wendelin Göbel

Wendelin Göbel was born in Eichstätt, Germany, in 1963. After training as a publishing clerk and then earning his degree in industrial engineering at Munich University of Applied Sciences, Göbel started his career at Audi in 1987. He occupied various roles, including in Procurement at Audi and within the Volkswagen Group. From 2003 to 2007, he served as Head of the Board of Management’s Office of AUDI AG and was a member of the Audi Strategy Committee. He was then appointed Head of the Board of Management’s Office of the Volkswagen Group and of the Volkswagen brand. In 2017, Göbel was appointed to the Board of Management of AUDI AG, where he is responsible for Human Resources and Organization.

Read more

In business, playing by the book is called compliance. Mr. Seitz, you are also responsible for integrity at Audi. What is the difference?
Seitz: There are lots of definitions, but the way I like to explain it is with an example. When in the seventies seatbelts became mandatory in Germany, there was initially a huge outcry because drivers felt this encroached on their freedom. It was only the threat of fines that made us grit our teeth and buckle up. That’s compliance – adhering to rules. Today, no responsible driver would think of setting off on vacation without ensuring that his children’s seatbelts are securely fastened, regardless of whether he’s likely to hit a police checkpoint or not. Why? Because standards have changed. That’s integrity – doing the right thing even when no one is looking. This is something we aim to pursue systematically at Audi.

Alexander Seitz

Alexander Seitz

Alexander Seitz was born in Lahnstein, Germany, in 1962. He studied business administration in Saarbrücken and began his career at what was formerly Daimler-Benz AG. There he assumed various national and international positions in Accounting, Controlling and Purchasing. Seitz joined Volkswagen AG in 2005. After a number of different roles, including as member of the executive management of Volkswagen do Brasil, he was named First Vice President & Commercial Executive Vice President of SAIC Volkswagen Automotive Co., Ltd., in Shanghai. In 2017, Seitz became Member of the Board of Management of AUDI AG, where he is responsible for Finance, IT and Integrity.

Read more

Which brings us to the next topic – diesel. Does there ­always have to be a scandal before we have these conversations?
Kühl: Especially after a scandal, companies want to prove to the public that they are ready to acknowledge their mistakes and do better. Structural changes are initiated, regulations tightened and new specialist departments created. This certainly applies to Audi, too, and as a first step, that’s the right thing to do. Then comes a lot of flowery language about values, which often fails to get to the heart of the matter. Instead, companies would do well to admit that there are always conflicting goals in business. That is why, for legitimate reasons, businesses operate in the gray areas on the borders of what’s permissible.

What do you mean?
Kühl: One of the first things I learned in the automotive industry was how to deal with competitive pressure. A few years ago, I visited a manufacturing site and asked whom they considered to be their fiercest competitor. To my surprise, they didn’t answer “competitor A” or “B” but “our plant next door” that produces the same parts and may well be awarded the next model. And if you’re too quick to reply that we must all pull together as a team, you’re missing the point about how these employees perceive reality.

Stefan Kühl

Stefan Kühl

Sociology professor


Stefan Kühl, who was born in 1966, studied history and economics at the University of Bielefeld, John Hopkins University in Baltimore, the University Paris Nanterre and the University of Oxford. He earned a doctorate in sociology from the University of Bielefeld and another in economics from Chemnitz University. Following various professorships, including at the Helmut Schmidt University/University of Armed Forces in Hamburg, Kühl has been a professor of sociology at the University of Bielefeld since 2007. He is also an organization consultant for the Metaplan company.


Seitz: You’re right, that’s a good example of conflicting goals. There are opposing interests and perspectives in our Group, too. But at the end of the day, it’s about achieving success together. Over the course of my own career, I’ve assumed the most varied positions and, of course, thrown my weight behind the respective interests in the process. But such conflicting goals have nothing to do with gray areas. We are a profit-oriented organization and have ambitious goals, which we pursue relentlessly. Nevertheless, scams and rule vio­lations must be taboo. Rules – whether in the form of laws, regulations or corporate guidelines – must be strictly adhered to. Without exception.

Göbel: Especially in the premium segment, the truth is that customers buy a brand that they connect with emotionally and that they trust. And they identify powerfully with the Four Rings. By nature, that excludes shady and corrupt business practices. I like to hold our corporate activities up to the ideal of the honest salesman. He also faces conflicting goals but, for all his commercial drive, would never conceive of breaking the rules. Once you shake on it, it’s binding.

“Successful transformation needs a contemporary culture of leadership and teamwork.”

Wendelin Göbel

So integrity pays in the long run?
Eckstein: Yes, staying clean pays. There is this preconception that integrity is an obstacle to a career. That saying yes and doing what you’re told without arguing will get you ahead a lot faster. From my many years of experience as a transformation coach, I can tell you that’s definitely not true. Integrity builds a strong support base. I sense a real desire among people for leaders who, in times of doubt, follow their own convictions instead of being swayed by some faction’s interests. My unequivocal recommendation to Audi is: Stay true to your values. That way, others will follow your lead.
Göbel: That’s a good point. Successful transformation needs a contemporary culture of leadership and teamwork. I’m a native of this region and came to Audi 30 years ago. Since then I’ve borne witness to an unparalleled success story. But we can’t afford to rest on our laurels. We know we need to make changes in many areas. For instance, by further honing our leadership principles and the Audi Code of Conduct. I consider our key corporate values to be appreciation, openness, responsibility and integrity. With the “Stimmungsbarometer,” we regularly survey our employees about our progress, which is a good touchstone for integrity and the culture at Audi.
Eckstein: We need to be clear about the fact that selectively engineering a change in culture is a far-reaching process that takes many years. There’s no manual for how to go about it. It’s no easy feat and demands a great deal of the executives. Along the way, it helps to engage in honest dialogue with the employees. You’ll be surprised at how much employees are capable of. Because, believe me, people have a sixth sense for whether you’re serious about change or not.

Holger Eckstein

Holger Eckstein

Integrity expert

Holger Eckstein, who was born in 1965, studied business administration at the WHU – Otto Beisheim School of Management in Vallendar, Germany. After ten years as a business consultant, executive and HR consultant, he opened his own business as a life and leadership coach and change management consultant in 2000. In the years that followed, he became an expert in meaning and integrity. He helps people and companies use integrity to shape their lives and their businesses in a meaningful way that generates the greatest good for all those involved.


And is Audi serious?
Göbel: For one thing, there’s already a fantastic energy in the team today. This is what made Audi great. However, we also have to ask ourselves how can we advance our shared understanding of values. This is only possible through open dialogue across all hierarchies. We’ve established platforms and formats for this, where thinking outside the box is not only accepted but encouraged. I want it to be easier to put forward new ideas and openly discuss them.

Kühl: Most innovations actually come from pushing back boundaries. We organizational sociologists like to talk about “useful illegality.” Only when members continually weigh up whether to abide by formal structures or bend the rules will their organi­zation become truly agile. It’s no mere chance that work-to-rule is one of the most effective forms of industrial strike in a company.

“A second diesel scandal must never be allowed to happen. This goal unites us all.”

Alexander Seitz

Eckstein: It stands to reason that no company can achieve a transformation with a work-to-rule approach. It takes entrepreneurship and the drive to shape change. And integrity is our North Star. Laws, rules and regulations are natural boundaries that are non-negotiable. This is a balancing act that calls for a shared understanding of “What’s possible?” and “What’s off limits?” that applies to everyone.

Seitz: I think there’s one thing we all realize: A second diesel scandal must never be allowed to happen. This goal unites us all. To achieve it, we are guided by the concept of entrepreneurial integrity. This is why we have pooled and reinforced the areas of Integrity, Compliance and Risk Management. We have honed our processes in product development and put integrity under the authority of the Board of Management.

Göbel: And we are bringing all employees on board. Integrity, culture and compliance are not “wellness” topics; they have very specific consequences and measurable effects. It’s about reputation and financial success. So at the end of the day, it’s also about job security going forward.


  • Sustained, financial success and responsible action are inseparably linked.
  • This is why Audi has defined integrity, respect and collaboration as an independent strategic goal - on an equal footing with corporate image, agility and profitable growth.
  • To achieve this goal, Audi is pursuing a holistic approach, systematically fine-tuning existing processes, structures and its corporate culture as a way of consolidating the Four Rings' ongoing viability.

Audi Philharmonic Wind Orchestra

Audi Philharmonic Wind Orchestra

Since 1962, Audi has offered the music aficionados among its Ingolstadt workforce the opportunity to play in the company’s symphonic wind ensemble. Comprising some 60 members, the Audi Philharmonic Wind Orchestra takes part in the Summer Concerts, gives a benefit concert each fall and accepts invitations to perform all over Germany. While two thirds of its members are current and former Audi employees, other amateur musicians from the region can also join their ranks.

Read more
The Audi Philharmonic Wind Orchestra’s rehearsal room: Audi Board Members Alexander Seitz and Wendelin Göbel along with Stefan Kühl and Holger Eckstein in dialogue with musicians.
The Audi Philharmonic Wind Orchestra’s rehearsal room: Audi Board Members Alexander Seitz and Wendelin Göbel along with Stefan Kühl and Holger Eckstein in dialogue with musicians.


Audi worldwide

Models, products and services – switch to your country / sales region website and discover the regional diversity of Audi.



    Your browser does not seem to be up to date. Maybe our website does not work optimally. Most browsers (but not MS Internet Explorer 11 & older) work fine.
    We recommend you to update your web browser!
    The latest version can ensure a good result anywhere on the internet.

    Thank you very much for your visit.

    Your Audi Team

    The international Audi website

    Discover Audi as a brand, company and employer on our international website. Experience our vision of mobility and let yourself be inspired.

    Audi of America: models, products and services

    Explore the full lineup of SUVs, sedans, e-tron models & more. Build your own, search inventory and explore current special offers.

    Switch to

    Error report

    The feedback form is currently unavailable.
    Please try again later.

    You may deactivate your ad blocker to view the feedback form.

    This website uses cookies. By using this website and its offers and continuing navigating, you accept these cookies. You can change them in your browser settings.