Audi 2015 Annual Report Download - page 137

BASIS OF THE AUDI GROUP
STRATEGY
>> 137
// WE SHAPE AUDI
Through internationalization, digitalization and the develop-
ment of new technologies and business areas, the Audi Group
is confronted with numerous challenges. Digitalization in
particular is becoming more and more important. New com-
petitors from other very dynamic sectors are pushing into our
market. In the future, customers will also expect their vehicle
to be comprehensively connected with the world around it.
Through “We shape Audi,” we are aligning our strategies with
the demands of the future in terms of decision-making speed
and innovativeness. This safeguards our responsiveness and
effectiveness, while creating the basis for profitable growth.
The ability to keep steadily evolving as well as the expertise
and passion of our employees are key success factors.
// WE LIVE RESPONSIBILITY
The field of activity “We live responsibility” reflects how the
three pillars of sustainability – society, ecology and economics
– underpin the Audi strategy and our entrepreneurial actions.
These three pillars of sustainability are given balanced weighting
in corporate decisions. Based on our stakeholder survey, which
was updated at the start of 2015, we placed particular emphasis
on product-related topics in the past fiscal year and focused
especially on reconciling a variety of requirements such as
environmental impacts, attractiveness to customers, safety
and competitiveness.
The “Corporate Responsibility” area brings all sustainability-
related activities together under one roof and helps the compa-
nies of the Audi Group to put the five core themes Product,
Environment, Employees, Society and Operations into action.
Much of our corporate responsibility communications work in
the year under review was devoted to “Audi ultra.” In order, for
instance, to sensitize our employees to the various facets of
corporate responsibility, we addressed forward-looking sus-
tainability issues revolving around products and processes, and
communicated these to our locations in Germany, Hungary,
Belgium and Mexico.
The Audi Corporate Responsibility Report 2014 was presented
at the Annual General Meeting of AUDI AG in May 2015. We
prepared this document in accordance with the new G4 reporting
standard of the Global Reporting Initiative for the first time.
The new standard increases transparency when reporting facts,
goals and measures in the field of sustainability. In addition,
it promotes the principle that companies should concentrate
on the areas of key relevance for their sustainability. Our
Corporate Responsibility Report also contains the AUDI AG
Declaration of Conformity with the German Sustainability
Code.
At its own request, in fall 2015 Audi suspended its member-
ship in the United Nations “Global Compact” in the wake of the
diesel issue. Audi will reactivate its membership once the
diesel issue has been resolved. We continue to work to uphold
the ten principles of this initiative for responsible corporate
management with regard to human rights, labor conditions,
the environment and the fight against corruption.
Audi holds regular stakeholder dialogues to reconcile internal
and external demands on matters of sustainability. We mapped
the results of the most recent survey in a matrix. This expresses
the relevance for Audi (on the x-axis) and its stakeholders (on
the y-axis) in relation to each other.
Further information on the topic of sustainability can
be found under “Corporate responsibility” on
p
ages 174 ff.