Investor Relations Corporate strategy

Increasing market share

In the past fiscal year, the Audi brand celebrated its 13th record-breaking year in a row, selling over one million premium cars in a year for the very first time. For the coming years, the Audi Group management has set itself the goal of further increasing its market share in all important markets.

Playing a major role in this goal is the long-term model campaign. The following products were launched during 2008 and were enthusiastically received around the world: the Audi A3 Cabriolet, the Audi A4 Avant, the Audi TTS and Audi TT TDITDISynonymous with muscular torque delivery and outstanding efficiency: TDI. Today, TDI engines are sporty, smooth and economical.TDI (Coupé and Roadster), the Audi RS 6 (Saloon and Avant), the S3 Sportback, the Audi Q5 and the Audi Q7 V12 TDI quattro. In addition, the Audi A3 and Audi A6 model series were given a wealth of new features in conjunction with model update measures, and the new Audi S4 and S4 Avant were unveiled. 2009 will see many more new additions to the fresh, sporty product family.

In parallel, Audi is extending its activities on car markets throughout the world. In the USA, a major sales market, preparations are currently underway for the country-wide launch of highly efficient diesel technology. In important growth markets such as China, India and Russia, the company extended its exclusive dealership and service network and, in India, prepared the ground for future success with local CKD assembly of the Audi A4 and Audi A6. In the key growth market of China, the company builds the Audi A4 and the long-wheelbase versions the Audi A4L and the Audi A6L.

Customer enthusiasm and image leader for emotion and quality

Taking centre stage in all activities conducted by Audi is the pledge to fully satisfy the high expectations of customers as regards innovative and sustainable solutions and, through exciting and emotionally appealing products, to safeguard customer loyalty to the brand. Alongside unique design and outstanding quality, the emphasis is on giving customers that proverbial “Vorsprung durch Technik”.

Once again in the 2008 fiscal year, the Audi brand underscored its prominent position through innovative and sustainable vehicle concepts that already provide solutions today for tomorrow’s mobility issues. One example are its highly efficient e models, whose extremely good fuel efficiency and emissions are a compelling example of how sportiness does not have to be forfeited for efficiency.

The many awards that the company regularly receives are further proof of the huge enthusiasm shown by customers for vehicles from the Audi brand.

Motorsport successes
The company again confirmed the brand’s sporty credentials in 2008 with a wealth of motor-racing successes. During the 24 hours of Le Mans (France) race, Audi came top for the third time in succession with its R10 TDI diesel-powered racing car and also secured the European Le-Mans-Series and the American Le Mans Series. The 2008 motorsport season was rounded off in spectacular style by the sixth title win in the racing series of the German Touring Car Championship (DTM).

High profitability

The Audi Group management’s primary objective within the scope of its "Route 15" strategy is to achieve sustainable growth. As well as further increasing the market share in key markets, high profitability in particular is at the focus of all activities. Within the context of this value-oriented corporate management approach, growth also has to be profitable if it is to meet the premium standards of the Audi Group. Sustainable, high profitability is encouraged in particular by continuously reassessing processes and structures in order to improve efficiency and realize cost-cutting potential, while also implementing wide-ranging measures to permanently optimize material costs and ensure systematic investment management.

Most attractive employer

As it pursues its ambitious growth objectives, the Audi Group will continue to be reliant on hard-working and well-qualified personnel in the future. For this reason, consolidating its attractiveness as an employer is one of the company’s key strategic goals. Activities in this area focus on establishing a working environment in which a highly motivated workforce can enjoy ongoing professional development. Besides opportunities for employees to organize their own working time, the company offers performance-related pay and operates a profit-sharing scheme, making disbursements to staff in recognition of their hard work. Regular internal workforce surveys and numerous external employer rankings confirm the huge success of these measures.