Audi 2012 Annual Report Download - page 141

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We live responsibility
Audi’s corporate self-perception extends beyond business success to also include social and eco-
logical aspects as part of being a balanced contributor to society. The Audi Board of Management
approved approximately a dozen corporate projects in the course of the 2012 fiscal year. These
range from the development of drive energy from renewable sources, through the first Audi
Stakeholder Forum, to support for voluntary employee activities and a pilot study of the corpo-
rate carbon footprint – a calculation of how much CO2 is emitted throughout a product’s entire
life cycle.
AUDI AG adopted various dialogue formats in 2012 as part of its new venture into stakeholder
management. The aim is to channel the opinion of all stakeholders that are relevant for Audi
into the Company and to weave their expectations into the corporate responsibility strategy.
Elements of that dialogue included a sequence of interviews with 17 internal and 17 external
stakeholders, an online survey of almost 500 participants and a stakeholder forum in Ingolstadt
attended by 60 representatives from the worlds of business, science, non-governmental organi-
zations (NGOs) and politics.
By way of gauging its own sustainability performance, AUDI AG moreover took part in the
renowned rating process of oekom research. The Company was awarded the distinction of
“Corporate Responsibility Prime Status” in recognition of its above-average contribution to
social and environmental compatibility.
Corporate decisions as well as future activities and guidelines are based on the findings of the
stakeholder survey and the sustainability rating, as a matter of corporate responsibility.
We shape Audi
In order to maintain our sustainable and profitable growth in the future, our structures and
processes are constantly being refined and developed. As well as our continuing model initiative
and volume growth, we are placing the emphasis on increasing internationalization and the devel-
opment of new technologies and areas of business. It is therefore vital to have an organization
that is equipped to handle such tasks. Product and investment decisions are made specifically on
the basis of customer benefit.
With their expertise in and passion for the products of the Audi brand as the starting point, all
employees play a key role in the successful realization of qualitative growth.
Goals
Superior financial strength
The Company’s financial strength is measured in terms of a sustained, steady development in
profit. In keeping with a value-oriented corporate management approach, growth therefore only
meets the premium standards of the Audi Group if it is simultaneously profitable. Qualitative
growth is therefore a top priority for us as a strategic corporate objective.
This is achieved above all through effective and efficient structures and processes, systematic
investment management and the ongoing optimization of costs. A high level of self-financing
helps to preserve the Company’s scope to invest and act. The objective of fundamentally covering
investment from self-generated cash flow therefore remains a key pillar of our corporate strategy.
Continuous growth
In a challenging market environment, the Audi brand set a new deliveries record in 2012, hand-
ing over more than 1.45 million vehicles to customers. This positive development is primarily
attributable to the attractive, diverse product range, which was again continuously revitalized
and broadened in the period under review. Alongside the new Audi A3, which made its debut in
the past fiscal year, the Audi brand added models such as the A1 Sportback and the sporty S6,
S7 Sportback and S8 to its product range.