Audi 2007 Annual Report Download - page 133

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REVIEW
Let’s turn it around: Mr. Schümann, would you con-
sider switching places and working in the financial
world of Mr. Strotbek?
JOCHEN SCHÜMANN: Actually I really enjoy my job. I’ve
turned a hobby into a job, and made a success out of it. I have
no reason to switch.
What are your biggest challenges?
STROTBEK: The greatest challenge for me is to continue the
Audi success story. 2007 was our twelfth record year in a row
for unit sales. This involved an incredible push to improve fi-
nancial performance, particularly in the past few years. Now
it’s all about sustaining this success. The automotive industry
is facing huge challenges. On the one hand, we are seeing
increasing competition in traditional markets such as North
America and Europe, which have already reached a certain
level of saturation. On the other hand, we need to successfully
manage growth in countries like China and Russia.
SCHÜMANN: For both of us, it’s about sustainability. Anyone
can get to the top with a bit of luck. But the only real form of
success is the sustainable kind.
STROTBEK: Business is a lot like sport: Sustainable success
can only be achieved with an elite team. That’s why we at
Audi pay a great deal of attention to development programs,
fostering and furthering the careers of high performers, so
that we have the right people on board to face our challenges
in the future.
And how do you cope with these high expectations?
SCHÜMANN: It’s only outsiders who paint this pressure as be-
ing so great. I would say myself that I have responsibility, but
no pressure.
STROTBEK: It’s always been important for me to grow with
the demands made on me. To reach your mental and physical
limits and use these experiences to grow – that’s what makes
you stronger.
SCHÜMANN: I play a lot of sport in my spare time. When I sit
on a bike for hours and really wear myself out, it’s regenerat-
ing at the same time. I let my thoughts wander and come to
terms with things that might have been preying on my mind.
Where do you get the motivation for your
enormous efforts?
STROTBEK: The car industry moves people in two ways. We
drive cars, and we love cars. In my current job, the opportuni-
ty to play an active part in shaping the future – that’s a fantas-
tic motivation. I also relate very strongly to technology.
SCHÜMANN: You try to achieve perfection. I’ve learned that
even winners can do lots of things better. Public recognition is
also an important motivating factor.
Can you explain to a non-expert why design and tech-
nology are so crucial in professional sailing?
SCHÜMANN: We often design our boats ourselves – the hull,
the rudder, even the masts and sails. The way you handle tech-
nology has an influence on sporting success. We dream about
“Vorsprung durch Technik” – leadership through technology.
With a faster yacht or a faster car, you’re already off to a good
start. If you then adopt a good strategy and tactics, anybody
wanting to beat you is going to have a pretty hard time.
Mr. Schümann, you adopted the slogan “International
Campaign. German brain.” Mr. Strotbek, might that
also apply to Audi?
STROTBEK: Audi stands for “Vorsprung durch Technik”
made in Germany. That is a decisive factor for our inter-
national success.
You both have a very cosmopolitan background...
STROTBEK: Living abroad gives you a huge amount in terms
of life experience. You have to take risks with a few things:
Continuity, friendship and local interests. But those things are
balanced out by unique experiences, meeting new people and
exploring their cultures.
SCHÜMANN: I can totally endorse that. You don’t forget your
own roots, but you stop being rooted. It’s thrilling to travel,
have new experiences and encounter diverse characters. •
“Sustainable success can only be achieved with an elite team.”
Axel Strotbek, Member of the Board for Finance and Organization of AUDI AG