Audi 2011 Annual Report Download - page 139
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136
Italdesign Giugiaro S.p.A., Turin (Italy). With effect from July 1, 2011, Automobili Lamborghini
S.p.A., Sant’Agata Bolognese (Italy), Lamborghini ArtiMarca S.p.A., Sant’Agata Bolognese (Italy),
and STAR Design S.R.L., Turin (Italy), were merged into Automobili Lamborghini Holding S.p.A.,
Sant’Agata Bolognese (Italy), which was renamed Automobili Lamborghini S.p.A., Sant’Agata
Bolognese (Italy).
The first-time inclusion of these subsidiaries had no significant individual or overall impact on
the presentation of the Company’s situation.
STRATEGY
Vision: “Audi – the premium brand”
In adopting its Strategy 2020, the Audi Group has focused its core brand Audi on the challenges of
the future. The strategy took on firmer contours during 2011 as the full potential of the mission
“We delight customers worldwide” was explored in greater depth. It now gives more weight to
new issues that have emerged as a result of heightened environmental awareness, growing
uncertainty about the future availability of fossil fuels and increasing urbanization.
THE AUDI BRAND’S STRATEGY 2020
Goals
Mission
Vision
Attractive
employer worldwide
Global
image leader
Continuous
growth
Superior
financial strength
Audi – the premium brand
We
delight
customers
worldwide
We define innovation
We shape Audi
We live responsibility We create experiences
Mission: “We delight customers worldwide”
The Audi brand’s products are compelling examples of the brand values sportiness, progressive-
ness and sophistication. In addition to building technologically advanced vehicles, the brand
with the four rings aims to evoke customer delight in many other ways.
The mission statement “We delight customers worldwide” therefore plays a key role on the path to
becoming the leading premium brand. The Audi brand has defined its understanding of customer
delight in greater detail in the following four areas of action:
– We define innovation
– We create experiences
– We live responsibility
– We shape Audi