Superior Efficiency – Ground-breaking Drive Concepts for the Pinnacle of Premium Automotive Engineering

Authors

Dipl.-Betr.Wirt R. Stadler, Chairman of the Board of Management, AUDI AG, Ingolstadt

Year

2010

Print Info

Fortschritt-Berichte VDI, Reihe 12, Nr. 716

Summary

The demands on premium car brands have undergone a fundamental change in recent years. Their full-size cars, in particular, have to satisfy new customer requirements while bridging the ever-widening divide between the expression of prestige and social acceptance. The social acceptability of the full-size models is crucial for the success and innovative power of the premium carmakers. Audi sees the paradigm change in the car industry as an opportunity to once again demonstrate Vorsprung durch Technik and further strengthen the brand’s competitive position. The new Audi A8 stands out from the competition with superior fuel consumption and CO2 values, thus demonstrating the success of the Audi efficiency strategy featuring lightweight design as a key element. The future hybrid model will further extend the brand’s advantage. Audi sees the medium-term future of the full-size category primarily in the systematic further development of conventional and electrified drive systems. The rapid development of electric drive expertise and the work on renewable fuels are central elements of the Audi strategy for the future.

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