Audi 2013 Annual Report Download - page 78

Mr. Strotbek, Audi delivered well over 1.5 million cars
in 2013. That achievement meant it broke through a key
strategic barrier – much sooner than planned, in fact.
Is a feel for the market something you can learn ? Or is it
just something you have ?
STROTBEK : At Audi, we’ve been feeling the market for over
100 years, and that has been down to hard work. In essence it
involves understanding the markets and above all the needs
of our customers, then developing the right products to suit
them. We are currently experiencing one of the most exciting
phases in the history of the automotive industry, and we aim to
further raise our profile when tackling core challenges such as
drive technologies, connectivity and sustainability. We aim to
consistently oer a technological edge to our customers.
Prof. Brunnermeier, do you share the view that feeling the
market is all about hard work ?
BRUNNERMEIER : Yes, I certainly do. You have to learn to listen
to what the trends could be and mustn’t overlook general
developments. That would be fatal. But it’s also important to
set trends yourself. Trends that aren’t so radical that you lose
touch with the market, but that go far enough that the market
is prepared to follow. It’s hard work, but it is fun.
At Audi, how do you go about choosing the cars of the future ?
STROTBEK : First, it involves listening to the market. Second,
it involves having the courage to take a step forward and set
yourself apart from the mainstream and from what is currently
in vogue. And having a feeling for what will be in demand
in the medium term – because we’re normally talking about a
development horizon of three or four years for a new product.
Our main tasks these days center on increased environmental
awareness and the desire for sustainable mobility, but also on
products that oer increasing digitization and connectivity.
We define our own priorities in order to take up a clear position.
Audi acts globally. Global markets bring opportunities,
but also risks. How much of a risk does an enterprise need to
take today in order to be successful ?
BRUNNERMEIER : Not taking any risks is very risky indeed,
because your competitors will then overtake you. The investment
that the automotive industry has to make to develop progress
is very high. It needs to sell high volumes and act globally,
while at the same time responding to regional differences.
Acting globally therefore means reducing your dependence on
developments in one country or region – and also being present
in growth markets. I think Audi has done vital groundwork
in that respect. Companies must be positioned flexibly world-
wide to be able to respond to future developments.
PHOTOS : Ofer Wolberger
Fuel consumption and emission figures at the end of the Annual Report
ACT AHEAD
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