Audi 2015 Annual Report Download - page 60

Mr. Strotbek, these vehicles are an
impressive testimony to how Audi has
shaped the development of the auto-
mobile over recent decades. If we meet
here again  years from now, what
exhibits would we see added ?
STROTBEK : It’s true that the success of
Audi would not have been possible with-
out the technological quantum leaps of
the ‘s and ‘s : quattro drive, alumi-
num-based lightweight construction
and TDI technology, to name but a few.
If we aim to build on the Audi success
story, there will be a lot riding on digita-
lization. It is a key factor in piloted driv-
ing and the customer relationships that
we will keep developing in the future
as a car manufacturer. Both aspects will
play an increasingly important role in
our future products and services.
All the same, the digital age is forcing
companies to perform an increasingly
delicate balancing act between tradi-
tional core business and new business
models. How might they pull that o,
Prof. Fleisch ?
FLEISCH : A new-economy enterprise
will always find it rather dicult to han-
dle physical products. An old-economy
enterprise, on the other hand, faces the
challenge of incorporating the network-
based mindset and approach of the Inter-
net into its products and organization.
The interesting question is how to bring
the physical and digital worlds together
without exposing customers to disrup-
tions and disappointment. Because
“Digital products
are services, and these
will make up a much
larger portion of the
added value.”
digital products are services, and these
will make up a much larger portion of
the added value. It’s vital to understand
that and incorporate it into our company.
This begins with research and develop-
ment and leads to a lasting relationship
with the customer.
How far has Audi come in embracing the
need for cultural change, Mr. Strotbek ?
STROTBEK : First of all, it is important
that we continue to build consistently
impressive premium automobiles that
delight customers. Beyond that, digitali-
zation is not an end in itself for Audi ;
it represents an opportunity to provide
customers with a seamless experience
that encompasses both their vehicle and
the wider world of the Audi brand. This
entire process hinges on the “Audi ID” –
a data key that sheds light on our entire
relationship with the customer. Digitali-
zation also means we are becoming
faster and bolder at tapping into new
business areas. The core requirement,
which we take very seriously, is always :
It has to be premium.
What does that mean specifically ?
STROTBEK : In the field of mobility
we propose pilot projects to customers,
for instance, and invite them to enter
into dialogue with us so that we can
re fine new services. In San Francisco, for
example, we launched Audi on demand
a few months ago : Customers can order
an exclusive model over their smart-
phone, for a time of their choice ; it is
then delivered to them and also picked
up again if desired. In Germany we have
rolled out Audi select, which allows
customers to drive up to three dierent
Audi models during one year at a fixed
Prof. Dr. Elgar Fleisch
PHOTOS : Christian Vogel