Fans of the brand “at the forefront of technology” are in turmoil: their beloved Audi is about to change its skin and on social networks the rumor unleashes the debate. The scope of the innovation is so great that it has a name: the plan is called “Vorsprung (Avant-garde) 2030” and in fact takes Audi towards new mobility.
“At the forefront of technology”: 50 years ago hi-tech entered the common language
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The first step leads to electric technology: from 2026 the house with the four rings will launch on the global market exclusively new full electric models, while the production of internal combustion engines will end by 2033.
The second technology what will revolutionize Audi is the development of an “ecosystem” that integrates zero-emission mobility and autonomous driving. The after-sales service portfolio will be expanded to include predictive hardware and software. All this to get to third point, perhaps the most complex for a car manufacturer to achieve: making sustainability an integral part of management processes.
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But why so much revolution? What need was there for such a radical technological jolt for a brand that is still on top of the world of hitech? “The Vorsprung (Avant-garde) 2030 plan will enable Audi to face and overcome the challenges of the future – explains Markus Duesmann, CEO of Audi. “Changes within civil society are taking place at a dizzying pace. This is why we accelerate our transformation. And to remain faithful to the iconic claim Audi Vorsprung durch Technik – At the forefront of technology – with “Vorsprung 2030”, we clearly define the horizon for the conversion to new mobility: Audi confirms its role as pioneer and driving force of automotive innovation “.
And, as always, the claim Audi Vorsprung durch Technik returns: it is 50 years old but it seems like yesterday that it was launched. And even today the mantra continues to dictate the law. Possible? Hear it here: to reaffirm the concept, Silja Pieh, Strategic Director of AUDI AG, and her team followed an unprecedented process of corporate strategy development. By probing a sample of about 500 collaborators, belonging to all hierarchical levels and countries, including the top markets in China and the United States, over 600 global trends in the field of mobility were analyzed, with a temporal extension up to – at least – 2030 The next step consisted in defining the strategic areas of activity, agreed with the Board. Among the results that emerged, it immediately became clear that sales and profits, initially linked to internal combustion engines, are destined to gradually move towards electric cars and, later, when autonomous driving will guarantee further growth potential. , towards software and services.
“A crucial aspect in view of the future challenges is the deep rootedness of the concept of sustainability within the conscience of the Board and the collaborators,” said Silja Pieh. “The Vorsprung 2030 plan – he concludes – has profitable growth and differentiation as its pillars, giving priority to sectors of greater strategic importance. This implies the integration of multiple factors, from staff training to corporate culture, up to an unprecedented governance system “. In short, the future has really begun at Audi.
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