Audi 2010 Annual Report Download - page 138

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Continuous growth
The basis for continuous growth is the Audi brand’s attractive product range, to which numerous
new models were again added in the 2010 fiscal year as part of the long-term model initiative.
The new Audi A8 as well as the Audi A1 and A7 Sportback models are delighting customers with
their emotional design, sportiness, efficiency and everyday suitability. The market launch of the
ultra-sporty models S5 Sportback, RS 5 Coupé and R8 Spyder as well as improved versions of the
Audi A3 and Audi TT car lines were also part of the stunning new product portfolio. The model
range of the Audi brand will continue to grow – it is set to reach 42 models by 2015.
The Company intends to achieve a delivery volume of 1.5 million vehicles of the Audi brand by
2015. The Audi Group will continue to place the focus on quality alongside continuity of growth.
In order to realize its growth plans, the Company is furthermore stepping up its activities in
international auto markets. The Audi Group is thus steadily expanding its production network
and increasing the number of dealer and service outlets in important sales markets.
Image leader
A strong brand is the basis for lasting success. The Audi Group is therefore eager to keep steadily
improving its image position above all through the Audi brand’s attractive product range, and to
establish an emotional bond between its customers and the brand.
The public’s enthusiasm for the Audi brand and its products was again reflected in numerous
national and international awards in the 2010 fiscal year.
Audi received the ADAC “Yellow Angel” award and was thus voted the best brand for the third
year in a row (ADAC Motorwelt, issue 2/2010, p. 26 ff.).
Audi was in addition voted the brand with the best-looking cars in winning the “Design Trophy
2010” reader poll held by the motoring magazine AUTO ZEITUNG (issue 8/2010, p. 82).
In the renowned reader poll “The Best Cars of 2010” sponsored by the trade publication auto
motor und sport, the brand with the four rings maintained the successful track record of recent
years (issue 4/2010, p. 132 ff.). The models Audi A4, Audi Q5 and Audi R8 Spyder all came in at
the top of their respective categories. This outstanding set of results was rounded off with
second places for the Audi A3, Audi A6 and Audi R8 Coupé models.
In the “Golden Steering Wheel” awards for the best new car models each year, the A1 and A8
came in at the top of their respective categories in 2010. With a total of 20 Golden Steering
Wheel awards to its name, the Audi brand now enjoys the status of currently the most success-
ful brand in the 35-year history of the competition, which is run by the publications BILD am
SONNTAG and AUTO BILD (AUTO BILD, issue 44/2010, p. 51 ff.).
The brand attribute of sportiness also attracted multiple awards in the past fiscal year – the
RS 5 Coupé, for instance, was among the winners in the coveted reader poll “SPORTSCARS 2010”
sponsored by the magazine AUTO BILD SPORTSCARS (issue 1/2011, p. 84 ff.). The R8 GT and
R8 Spyder 5.2 FSI quattro each came in second in their respective categories. On top of this,
the Audi R8 5.2 FSI quattro was voted “World Performance Car 2010” (“World Car Awards,”
April 1, 2010).
The awards of “4WD Car of the Year” for the quattro versions of the Audi A4 and Audi A8
(AUTO BILD, issue 15/2010, p. 15) as well as numerous other awards in the areas of design,
safety, technology and customer satisfaction rounded off the Audi brand’s success in the past
fiscal year.
The Lamborghini brand, too, received various awards for its supercars in 2010. The Lamborghini
Gallardo LP 570-4 Superleggera, for example, was voted the “Sportiest Car of 2010” in its cat-
egory in the reader poll held by the periodical sport auto (issue 7/2010, p. 22 ff.).
Most attractive employer
Steadily improving its appeal as an employer is of particular strategic importance to the Audi
Group, because the Company is reliant both now and in the future on having well-qualified,
dedicated employees if it is to realize its strategic goal of becoming the number one premium
brand.