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Automotive News Europe November 19, But signs are growing that the Volkswagen Group subsidiary is losing sight of its own advice.
While BMW trumpets its new i series for electric cars and Mercedes wins positive reviews for its new CLA and GLA ranges of sporty compact models, Audi risks looking like a laggard in an industry where innovation is a major draw for customers. It's about time for Audi to live up to their promise.
Audi contributed over 40 percent of VW Group's nine-month profit of 8. The luxury brand's profits are critical to funding the expansion of Europe's biggest carmaker as it strives to overtake General Motors and Toyota to become world No. Any weakening at Audi could also add to doubts about VW's broader strategy, with some analysts questioning whether a new manufacturing platform aimed at sharing costs among its brands will deliver the projected benefits, and whether it has cut prices too much to win market share in Europe.
On the Audi core competence, everything looks fine. Audi, which has doubled model lines and unit sales over the past decade, is shrinking BMW's sales lead, with global Audi core competence in the first 10 months of at a record 1.
The brand, which pioneered all-aluminum bodyworks and "Quattro" four-wheel drives in the s, is also rapidly expanding in fast-growing emerging markets, with new production facilities in China, Mexico and Brazil.
|Downloading prezi...||Uncompromising quality in every detail is a solemn obligation at Audi. This standard shapes the thinking of the entire company — the customer is the measure of all things.|
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But there are signs that all is not well. Trouble down the line The gap is barely apparent under the hoods in car showrooms -- though industry-watchers point out that Audi's flagship A8 lacks the rival Mercedes S-class sedan's plug-in hybrid powertrain option or its semi-autonomous driving function for traffic jams.
For now, Audi's drift is most visible among the more innovative vehicles that are too easily dismissed as niche models or far-fetched prototypes. Audi has little to show, for example, opposite BMW's i3 and i8 electric cars -- which also pioneered carbon-fiber manufacturing techniques tipped to see wider use -- or Daimler's investment in hydrogen fuel cells and self-driving cars.
Even when it doesn't lead to mass sales, such risk-taking can pay dividends for a brand. BMW has receivedtest-drive applications for the futuristic i3. IHS Automotive, among the most authoritative forecasters, expects Audi to be outsold once more by Mercedes next year, after three years in the industry's No.
Mercedes parent Daimler posted a 14 percent rise to 5. Audi rejects the idea it is losing its technology edge, pointing to its plug-in hybrids -- which avoid the range limitations of full-electric cars -- and its own use of aluminum and composites to cut weight.
Yet senior executives seem to think there are problems. They were followed two years later by the transfer of its engine development chief to Porsche. The addition of luxury sports car brand Porsche to VW's stable in is also causing problems at Audi, according to another source familiar with the matter.
In a bid to fight back, Audi plans to refresh design and create a more distinctive face for high-end models and sportier vehicles, boost lightweight construction and plug gaps in SUV offerings while expanding to 60 models from 46, the source said.
But it may face an uphill struggle. IHS is forecasting that sales of the A1, Audi's smallest model, will drop tocars indown 16 percent fromwhile sales of BMW's rival Mini hatchback rise 3 percent toAt the top end, sales of the A8 sedan are expected to rise 19 percent to 44, cars, compared with gains of 22 percent to 81, for the revamped Mercedes S class and 30 percent for BMW's 7 series, to 85, cars.With our Roadmap E, we will offer an electrified version in each of our core model series by , either fully electric or as a plug-in hybrid.
By then, we will have more than 20 electrified models in our portfolio. Audi at a glance Corporate strategy Company structure Production sites Corporate management History Investor Relations.
BMW Core Competences A Core Competency is a deep proficiency that enables a company to deliver unique value to customers. It embodies an organization’s collective learning, particularly of how to coordinate diverse production skills and integrate multiple technologies%(3).
Our Core Competences Original Equipment Manufacturer (OEM) / Vehicle Development Thanks to our direct connection to the series manufacturer and a great deal of project experience, Porsche Engineering has all the capabilities and expertise of an OEM.
Uncompromising quality in every detail is a solemn obligation at Audi. This standard shapes the thinking of the entire company - the customer is the measure of all things. Audi's quality has long. Light cars in large volumes – an Audi core competence Lightweight construction has long been a top priority at Audi; it is one of the pillars of the brand.
As the pioneer of the self-supporting aluminum body, Audi is the worldwide leader in the field of lightweight construction. Audi Investor & Analyst Day Nils Wollny Digital Business Strategy & Customer Experience.
15 AUDI AG I/XX Präsentationstitel Datum Audi Digital Strategy Connected Connected Mobility Car Connected an Audi core competence! R&D ratio.