Audi 2011 Annual Report Download - page 4
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Editorial _ 01
When was the last time that you were truly delighted? Can
you remember the last time that someone fulfi lled one of
your wishes even before you had voiced it? When a product
or service truly sent you into raptures and made your eyes
sparkle with joy?
That is precisely the feeling we want to evoke in everyone
who comes into contact with our brand: in our customers,
our employees and our partners. Because this is ultimately
a question of esteem. When you delight someone, you show
that you respect them and make them feel special.
This goal is not only at the heart of our Strategy 2020,
but also the central theme of this Annual Report: “Delight.
The most powerful drive.” The picture sequences and
exciting stories in this publication illustrate how we as
a brand generate delight. We place the spotlight especially
on the people behind the entire process. Those who
create delightful moments while themselves sharing in
that delight.
And there were truly plenty of delightful moments for Audi
in 2011. In selling 1.3 million cars we actually exceeded our
sales target – notwithstanding the global economy taking us
all on a real roller coaster ride. We won the classic 24 Hours
of Le Mans for the tenth time, and again captured the title
in the German Touring Car Masters (DTM).
The most memorable moments included the International
Motor Show (IAA), where we presented our connect, ultra
and e-tron areas of innovation. These will continue to shape
our cars in the future. Values such as responsibility and
sustainability will play a special role in the years ahead.
I believe that in launching projects such as Audi balanced
mobility and the Audi Urban Future Initiative we have chosen
the right course.
An account of everything else that defi ned our fortunes
at Audi in 2011 can be found in this report. I hope that you
fi nd it entertaining and above all delightful to read.
Kind regards,
Rupert Stadler
Chairman of the Board of Management
COVER PHOTO | AUDI AG (3); INTERFOTO/ARCHIV FRIEDRICH; DDP IMAGES/AP/VINCENT MICHEL; REUTERS; PICTURE-ALLIANCE/LAT PHOTOGRAPHIC PHOTO | AUDI AG