Audi 2014 Annual Report Download - page 145

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BASIS OF THE AUDI GROUP
STRATEGY
>>
145
The Audi brand’s Strategy 2020
/
MISSION: “WE DELIGHT CUSTOMERS WORLDWIDE”
Customer delight remains at the heart of our Strategy 2020.
Our brand essence “Vorsprung durch Technik” comprises the
values sportiness, progressiveness and sophistication. These
are embodied in particular by our technologically advanced
and innovative products, which are also noted for their attrac-
tive design, high-caliber materials and build quality.
In order to delight our customers worldwide, we have defined
four strategic areas of activity for the Audi brand that are
continually reviewed, substantiated and refined:
>We define innovation
>We create experiences
>We shape Audi
>We live responsibility
//
WE DEFINE INNOVATION
In order to continue delivering our brand essence “Vorsprung
durch Technik” in the future, we aim to play a pivotal role in
defining the future shape of mobility through innovative auto-
mobiles and intelligent mobility solutions. Critical success
factors include activities such as closely monitoring mega-
trends and global developments – for example, urbanization
and digitization – as well as identifying the direction of future
customer expectations.
At Audi, living “Vorsprung durch Technik” also means meeting
increasing ecological demands. In an effort to reconcile driving
enjoyment, sportiness and comfort with fuel economy, we pur-
sue a multi-stage concept that ranges from optimizing our TDI
and TFSI engines to developing alternative drive concepts. Audi
groups together all activities that involve electric driving under
the umbrella term e-tron. Vehicles with plug-in hybrid tech-
nology have an important role to play here. They combine
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