Audi 2009 Annual Report Download - page 180

177
Management Report
132 Audi Group
140 Business and
underlying situation
153 Financial performance
indicators
157 Social and ecological aspects
168 Risks, opportunities
and outlook
168 Risk report
174 Report on post-balance sheet
date events
174 Report on expected
developments
177 Disclaimer
The Company has plans to increase its market share in important sales markets still further. The
brand with the four rings will step up its efforts in existing markets in order to defend and in-
crease in many cases substantial market shares it has recently gained in the premium segment.
Furthermore, the Company’s long-term growth will depend to a very great degree on young,
burgeoning car markets. In extending the exclusive Audi dealer and service network and tailor-
ing the range of vehicles available in China and India to local requirements, the Audi Group is
planning to strengthen and consolidate its position in these markets.
Above and beyond these strategy-related determining factors, external factors may provide
additional opportunities. Positive effects may for instance be generated by a lasting improve-
ment in the global economic environment and in global overall market demand for premium
vehicles.
Overall assessment of anticipated future developments
The Audi Group did not remain entirely immune to the massive negative impact of the global
financial and economic crisis in 2009. Nevertheless, the Company performed exceptionally well
in what was probably the most difficult year in the recent history of the automotive industry.
Coupled with corrective action taken at an early stage, the forward-looking, circumspect busi-
ness policy of recent years and the measures previously introduced to permanently improve
processes and costs in all divisions contributed to this success.
The Audi Group will adhere to this approach in future. The Company will stand by its strategy of
sustained, profitable growth and believes it is well equipped to tackle the challenges that lie
ahead, thanks to a fresh, attractive product range and a highly motivated workforce that identi-
fies closely with the Company. Furthermore, wide-ranging measures designed to deliver continu-
ing efficiency improvements across the entire model and engine range, as well as the systematic
development of new mobility concepts such as electric and hybrid models, have set the direction
for the Company’s long-term growth early on in the process.
For the 2010 fiscal year and beyond, the Company anticipates that there will be a slight recovery
in worldwide demand for cars. However, the situation is expected to remain stagnant or deterio-
rate particularly in European markets now that state aid programs are coming to an end. The
premium segment, which has thus far benefited only marginally from such subsidies, should
nevertheless be affected to a lesser degree by their absence.
This development and the Company’s very competitive position will be reflected positively in the
key ratios for the Group. The Audi Group should therefore succeed in restoring the pattern of
growth seen in recent years as early as 2010.
DISCLAIMER
The Management Report contains forward-looking statements relating to anticipated develop-
ments. These statements are based upon current assessments and are by their very nature sub-
ject to risks and uncertainties. Actual outcomes may differ from those predicted in these state-
ments.