Audi 2009 Annual Report Download - page 138

135
Management Report
132 Audi Group
132 Structure
134 Strategy
137 Shares
139 Disclosures required under
takeover law
140 Corporate Management
declaration
140 System of remuneration for
the Supervisory Board and
Board of Management
140 Business and
underlying situation
153 Financial performance
indicators
157 Social and ecological aspects
168 Risks, opportunities
and outlook
177 Disclaimer
THE AUDI BRAND’S STRATEGY 2020
Audi: the number one premium brand
Goals
Mission
Vision
…via the best brand
experience.
… via innovative
and emotional
products.
… via expertise, passion
and agility.
Image leader Most attractive
employer
Continuous
growth
Superior
financial strength
We
delight
customers worldwide
Mission: “To delight customers worldwide”
At the very core of Strategy 2020 is therefore the mission statement: “We delight customers
worldwide.” What this means in practice is that the brand with the four rings offers its cus-
tomers innovative and emotional products – highly efficient Audi models providing an unmistak-
able product experience – that are particularly noted for the familiar attributes of sophistication
and reliability. The Audi brand in addition intends to delight its customers with the best brand
experience available. Hard evidence of the Audi brand values “sophisticated,” “progressive” and
“sporty” is thus provided for every customer and at every point of contact with the customer.
The Company specifically focuses product and investment decisions on delivering customer
benefit. Implementing this successfully requires on the one hand expertise and agility, and on
the other hand the passion that motivates every employee to promote the Audi brand and its
products.
Superior financial strength
Another facet that continues to apply for Strategy 2020, and moreover in keeping with a value-
oriented corporate management approach, is that growth only meets the premium standards
of the Audi Group if it is simultaneously profitable. With regard to earning a better return on
investment than the competition, qualitative growth is therefore a top strategic corporate
objective.
Sustainable, superior financial strength is underpinned in particular by continuously optimizing
processes and structures, realizing reduced costs and ensuring systematic investment manage-
ment. A high level of self-financing safeguards investments, preserving the Audi Group’s ability
to innovate and act. The aim is to continue financing investment from self-generated cash flow.