Audi 2011 Annual Report Download - page 141

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We shape Audi
The Audi brand will continue steadily with its model initiative and expand its development,
manufacturing and corporate structures accordingly. In order to maintain its profitable growth,
the Audi Group will focus even more closely on flexible, efficient processes, as well as strength-
ening its global presence and expertise. Product and investment decisions will continue to be
made on the basis of how far they produce customer benefit.
Successfully accomplishing qualitative growth hinges on the employees, who demonstrate
immense expertise and passion for the products of the Audi brand.
Goals
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. Qualitative growth is there-
fore a priority strategic corporate goal.
This is achieved through effective and efficient structures and processes, systematic investment
management and the ongoing optimization of costs. A high level of self-financing helps to pre-
serve the Company’s ability to invest and act. It therefore fundamentally aims to finance invest-
ment from self-generated cash flow.
Continuous growth
The Audi brand achieved a new deliveries record in 2011 in selling a total of more than 1.3 million
vehicles. This positive development is primarily attributable to the attractive, diverse product
range, which was again continuously revitalized and broadened in the period under review. In
addition to the successor generation to the popular A6 full-size car line, product events included
the arrival of the new Q3 premium SUV and the market introduction of the Q5 hybrid quattro.
The Audi brand’s product range will continue to be progressively expanded.
The Audi Group has set itself the goal of increasing deliveries of the Audi brand to 1.5 million
vehicles by 2015.
The international sales structures will be expanded to handle the scheduled growth. The dealer
network in China, for instance, is to be increased from currently around 230 dealerships to over
400 by the year 2013. And there are plans to expand the exclusive sales network in the United
States, too, over the coming years.
The Audi Group is also increasing its production capacity worldwide. For instance, it invested a
total of some EUR 250 million in the production line for the new Q3 in Martorell (Spain). In
China, the Company is increasing its presence with the construction of a new car plant in Foshan
by the joint venture FAW-Volkswagen Automotive Company, Ltd., Changchun (China), in which
the partners include AUDI AG, FAW Group Corporation, Changchun (China), and Volkswagen AG,
Wolfsburg.
The Hungarian plant in Győr is also being expanded and will be home to a new press shop in
addition to a body shop, paint shop and assembly line.
Global image leader
For a premium manufacturer, a strong brand is the basis for enduring success. The Audi Group
therefore plans to establish an emotional bond between its customers and the brand and to
keep steadily improving its image position through the attractive product range.
The numerous national and international awards received in the 2011 fiscal year again reflect
the public’s huge enthusiasm for the Audi brand.
The readers of the trade journal Automobilwoche voted Audi the “Brand of the Decade” in its
“Auto Stars” poll (issue 3/2011, p. 3 ff.).