Audi 2013 Annual Report Download - page 150
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BASIS OF THE AUDI GROUP
STRATEGY
MANAGEMENT REPORT
147
A
The Audi brand’s Strategy 2020
/
MISSION: “WE DELIGHT CUSTOMERS WORLDWIDE”
“Vorsprung durch Technik” comprises the brand values sporti-
ness, progressiveness and sophistication. This is reflected in
our products, which are noted first and foremost for their
modern design, technological innovations and high material
and build quality. In addition, we want to evoke customer
delight worldwide, in all its facets. The mission to delight
customers therefore remains at the heart of our Strategy 2020.
To that end, the Audi brand has defined the following four
areas of action that are being continually reassessed, refined
and refocused.
> We define innovation
> We create experiences
> We live responsibility
> We shape Audi
//
WE DEFINE INNOVATION
In order to continue delivering our brand essence “Vorsprung
durch Technik” in the future, we will offer our customers not just
sporty, high-quality, innovative vehicles, but also comprehensive
mobility solutions. We develop important key technologies for
alternative drive systems, lightweight construction and connec-
tivity to production maturity. The innovative character of the
brand with the four rings is also highlighted by its modern and
unmistakable design idiom.
On top of this, for over 30 years Audi has been one of the tech-
nologically leading car manufacturers in all-wheel drive with
its quattro drive concepts, and has played a decisive role in
pioneering its development.
Vision
Mission
Goals
We
delight
customers
worldwide
We live responsibility We create experiences
We shape Audi
We defi ne innovation
Superior fi nancial strength
Sustainability of products and processes
Continuous growth Top image position
and customer mix Leaders in innovation Attractive employer
worldwide
Audi – the premium brand