Audi 2010 Annual Report Download - page 11
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9
Axel Strotbek,
Finance and Organization
Michael Dick,
Technical Development
The automotive industry is at a turning
point. On one side there is the further
optimization of combustion engines,
and on the other side, the technological
advancement of hybrid and electric cars.
This amounts to walking a tightrope, both
in technical and fi nancial terms. We will
therefore invest even more heavily in new
products and innovative technologies in the
future. But we must remain lean enough to
ensure we will not be caught out in the cold in
case of major fl uctuations in demand.
After all, streamlined structures have always
been an essential secret to the success of
Audi. And this will become all the more
important since planning uncertainty as a
result of the volatility of the global economy,
raw material prices and vehicle markets has
increased signifi cantly. Within the scope of
our Strategy 2020 we therefore continue
to work in a focused way on our sustainable
profi tability. This also means that we want
to continue to fi nance all of our investments
from the operating cash fl ow and use
our sales and profi t goals to make Audi the
leading premium carmaker worldwide.
In development, the future is the
present. To be ready for the future,
we fi nd tomorrow’s technical
solutions today. This is more exciting
than ever, as we now fi nd ourselves on
the cusp of a new automotive age. The
visions of mobility are more diverse
and radical than ever before. The
relationship between people and the
automobile is in a state of fl ux.
We want to be the leading premium
manufacturer of e-cars by 2020. We’re
driven by the anticipation of being on the
verge of something new and the excite-
ment of developing completely new
fi elds of mobility and new drive systems.
The targeted use of our resources
is critical to our success. Competent
experts develop the mobility concepts
and cars of tomorrow in highly
networked teams. The A1 e-tron with
its innovative drive concept is the
latest example of the creative solutions
that emerge where dedication and
passion meet technical know-how.
The Board of Management