Audi 2010 Annual Report Download - page 137

135
Management Report
132 Audi Group
132 Structure
134 Strategy
137 Shares
138 Disclosures required under
takeover law
140 Corporate management
declaration
140 Compliance
141 System of remuneration for
the Supervisory Board and
Board of Management
141 Business and underlying
situation
156 Financial performance
indicators
159 Social and ecological aspects
173 Risks, opportunities
and outlook
183 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”
The mission statement “We delight customers worldwide” is at the very core of the Company’s
drive to become the number one in the premium segment. This means in practice that the Audi
brand offers its customers emotional, technologically advanced products that are particularly
noted for their sophistication and reliability. The brand with the four rings furthermore intends
to delight its customers with the best brand experience available – hard evidence of the Audi
brand values “sophisticated,” “progressive” and “sporty” is provided at every point of contact
with the customer.
A highlight of 2010 for the Audi brand was the innovative market launch of the Audi A1. As well
as making intensive use of the Internet and social media channels, it set up the “A1 City” world
of discovery at Munich Airport. Between June and October 2010 the public was given the op-
portunity for an in-depth encounter with the new model. With the aid of the new showroom
configurator, those interested were quickly able to configure their personalized A1 on large-
dimension flat screens, giving them lifelike, three-dimensional impressions of their chosen
version.
Product and investment decisions likewise focus on delivering customer benefit. Their successful
implementation hinges on the employees, who demonstrate immense expertise, agility and
passion for the products of the Audi brand.
Superior financial strength
In keeping with a value-oriented corporate management approach, growth only meets the pre-
mium standards of the Audi Group if it is simultaneously profitable. It therefore remains a key
focus of Strategy 2020 that qualitative growth is a priority strategic corporate goal.
Long-term superior financial strength can be achieved above all through effective and efficient
structures and processes, the ongoing optimization of costs and systematic investment man-
agement. A high level of self-financing furthermore helps to preserve the Audi Group’s ability to
invest and act. The aim therefore remains to cover investment from self-generated cash flow.