Audi 2009 Annual Report Download - page 53

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The remarkable dynamics of Asia’s
new markets present Audi and Brioni
alike with challenges. “Just three or
four years ago, we were selling
60,000 vehicles a year in China.
We’re now up to 160,000 annually;
every sixth Audi is sold in the Middle
Kingdom. In order to keep up with
this growth, which nobody in the in-
dustry foresaw, we’d have to open a
new dealership every week. Along
with all the implications in terms of
architecture, corporate design, com-
munications, training, and quality of
sales and service.
Perrone nods, as he also knows the
challenges engendered by success:
“There is such a thing as growing too
quickly,” the Brioni CEO says. “Exact-
ly,” says Stadler. “As soon as you ex-
pand too quickly, you run the risk of
not maintaining quality and failing to
communicate your own corporate cul-
ture, and customers will suffer from
this.” Particularly for manufacturers
producing at the upper limits of qual-
ity in their industry, upholding a con-
Kazakhstan,” explains Perrone. “Nat-
urally, we must increasingly acquaint
these customers with our brand and
the quality of our products. Learning
is becoming a major matter. One of
our best young tailors will soon
spend six months in Shanghai as an
ambassador of sorts to share our
philosophy – with customers but also
our business partners.”
The transmission of knowledge is also
a key factor for Audi. But the car-
maker also listens. Rupert Stadler:
“We truly get to know our new cus-
tomers and then respond quickly. In
China, for example, the A6 and the
A4 are available with a long wheel-
base and the seats offer optimum
comfort in the local climate. People
there who can afford these vehicles
have a chauffeur to drive them
around.”
sistently high level of performance is
“an extraordinarily complex topic,”
says Stadler.
Yet the matter of top-notch quality is
now fundamental to participating in
the best markets. “That is the basis,”
says Stadler. “Beyond that, though,
every discerning customer now de-
mands that the company gives its
clear commitment to social responsi-
bility and provides solutions to today’s
complex issues. How will we address
the mobility problems of tomorrow?
Where do we stand on recycling mat-
ters? When will we launch the first
electric vehicle, the Audi e-tron?”
enumerates Stadler. Due to the pro-
gressive concerns of this segment’s
consumers, luxury is fertile ground
for innovations and state-of-the-art
technologies which might involve
major investments, yet also make the
GET-TOGETHER AT
BRIONI HEADQUARTERS
Follow the interview on the VIP level
at: wwwwww..aauuddii..ccoomm//aarr22000099//ssttaaddlleerr
Guaranteed exclusivity: Brioni’s master
tailor Simone Laudi explains what goes
into a Brioni suit.
Lively discussion in the showroom.