Audi 2009 Annual Report Download - page 83

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focus on a certain kind of food. Special-
ization in a niche segment is also a
proven strategy for success in an eco-
nomic system. “A company needs to
consider whether it should wear itself
down in cut-throat competition, or cre-
ate new niches,” Otto says. However,
there has never been a guarantee for
successful innovation. For this reason,
nature’s strategy primarily demands
one thing: courage.
Success through adaptation
As the environment changes, so
do its inhabitants. When white
dunes emerged out of the loamy
ground of the Chihuahuan Desert some
6,000 years ago, the indigenous lizards
wasted no time in shedding their dark
skin in favor of a paler tone, thus cam-
ouflaging themselves from birds of
prey. This holds true for an economic
system as well: Those that adapt quick-
ly and intelligently to conditions can
not only survive, but can also outpace
their competition. Companies that ig-
nored the Internet as a sales channel,
for example, began to stumble in
comparison with those that deployed
online sales from the start. “If the
environment changes, this creates se-
lection pressure,” explains Herrmann-
Pillath. Two strategies are possible:
Businesses may develop new technol-
ogies, or optimize existing ones. Usu-
ally, a combination of both strategies
leads to success. Electric engines are
not the only way to reduce CO2; opti-
mization of combustion engines is
another option.
Sustainable use of materials
Even before a dying leaf has
fallen from the branch, a tree
begins withdrawing the nutritional ele-
ments contained therein. Once it falls
to the ground, fungi, bacteria and
worms break down the foliage, thus
releasing valuable nutrients. Thanks to
this perfect recycling process, one of
the oldest and biggest ecosystems of
all – the forest – is able to maintain
itself almost exclusively on its own. “In
nature, there are many circular-flow
economies of this type. A business
can orient itself on that in order to
conserve resources,” Otto says. Re-
cycling and reuse have long been a
tradition at Audi as well, with most
production waste being reintroduced
for reutilization.
In sum, evolution means continuous
progress – in nature and economic
systems alike. A company that creates
room for diversity, relies on partners,
develops niches through innovation,
reacts flexibly to change and conserves
resources – such a company can not
only survive, but can grow and flourish.
Toward this end, the non-profit making
company Audi Stiftung für Umwelt
GmbH (Audi Environmental Founda-
tion) actively works for the protection
of our natural resources for survival.
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…synonymous with: no compromising. And this is exactly
how we manufacture each of our cars: in an unconditional
pursuit of perfection.
This philosophy guides the processes of all of our produc-
tion units; from toolmaking via the press and body shops
to assembly, we focus on maximum precision. This is what
accounts for the singular beauty that distinguishes every
Audi. It’s the result of the focused work and passion
for automotive construction shared by each one of our
employees.
Sophistication also refers to luxurious, exclusive materials
that are precision-crafted to the highest technical stan-
dards. Our flagship, the new Audi A8, embodies our great
passion for the finest details: unsurpassed handcrafting.
We dedicate utmost care to even the smallest component.
For the wood inlay work, for example, the grains harmo-
nize extremely well with each other – each edge is touched
up once more by hand. The switches are fitted precisely
and are free-moving; their quiet ‘click’ is the sound of tech-
nical perfection, as is the solid sound made when a door is
closed. After all, sophistication is precision that you can
experience with all of the senses – that you can see, hear,
feel and smell.
To me, sophistication is emotion. Not empty words, but a
true mindset. We at Audi build cars with utmost precision
for people who experience them with all of their senses –
without compromise.”
Frank Dreves, Member of the Board of Management for
Production, AUDI AG
““Sophistication to me is ……
THINKING GREEN
How Audi integrates climate protection long
term into its processes. Find out for yourself:
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