Audi 2011 Annual Report Download - page 68

journey across China. The Audi navigation
system guides them with a precision that
would amaze European and American
eyes. The traffi c recognition on the
Chinese maps is so precise that you can
not only follow the twists and turns of
the road as you are driving along, but you
can also see exactly which lane you are
in. Before a turn-off , the system tells the
driver early on which lane to move into,
allowing him to reach his destination
straight away even in the most confusing
tangle of roads in an unfamiliar city.
“The system also speaks Chinese, of
course,” says Khan. It recognizes 29,000
Chinese characters, which can be entered
on a touchpad.
This development also benefi ts other
Asian markets, such as the Japanese
or Korean market, where the touchpad
now recognizes the respective writing
system. At the same time, Audi is
always seeking to understand which
trends of the future will spread from
China to the rest of the world. After
all, with regard to design in particular
Audi is interested in developments in
other cultures and countries. As one
of the world’s most dynamic societies,
China provides important stimuli in this
respect, which will aff ect product and
design philosophy all over the world.
Racing driver Capello gained his very
own impressions during the tour:
“The Chinese are fascinated by cars,
and a car like the Q3 makes driving fun
under any conditions you might fi nd
in China,” says the Italian native. It’s
already dark this evening as he arrives
in the southern Chinese metropolis of
Guangzhou. During rush hour, he sees
the brake lights of the other Q3 cars
ahead of him, distinctive red triangles.
“Whoever designed these LED lights
was a genius,” says Capello. “They make
every Audi immediately recognizable
in night-time traffi c. And they’re just
a beautiful sight.” The driver in front
brakes again, and the red triangle lights
up. You could almost think it’s a lion,
gazing at you.
Sunny on arrival: On the sixth day,
the convoy reaches Hangzhou.
Mr. Berkenhagen, is Asia gaining
importance as an area to do
business in?
Yes, and this development follows
the logic of our growth. China
has now become our largest sales
market, and demand from
Asian customers shows no sign
of abating. The automotive
industry in Asia is becoming ever
more important. Special
technologies and branches of
industry have purposefully
established themselves in this
area, forming the basis for build-
ing an extensive supplier
structure. In order to meet the
supply needs linked to the increase
in local automobile production,
we are going to need more capable
suppliers locally.
And that will defi nitely not
happen overnight …
Just as we cater to the wishes of
our Asian customers with our
products, we must also adapt to
the Asian business culture when
dealing with suppliers. Building a
fruitful partnership with Chinese
suppliers requires trust and
mutual understanding, as well as
common objectives.
Is price the most important
criterion for awarding a contract?
Our Audi quality standard is the
most important prerequisite.
Adherence to turnaround times
and a high level of development
expertise come next on the list.
Of course, all of this must be
possible at a competitive price.
Ulf
Berkenhagen
Purchasing
“We cater to
the wishes of our
Asian customers.”
Audi seeks to understand
which trends of the future
will spread from China
to the rest of the world.
Innovation _ 65
PHOTOS | PICTURE:SERVICE GMBH/AUDI AG (3); AUDI AG
The fascination of China: Experience
the Audi Q3 on its journey through
the Middle Kingdom.