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What Drives Audi's Global Strategy?
Mission, vision, and value statements are the strategic cornerstones of Audi AG. They provide critical direction in the competitive luxury automotive sector. These elements shape every decision, from product development to sustainability.
For a brand that delivered 1.9 million vehicles in 2024, this strategic clarity is non-negotiable. Discover how these principles define its identity and fuel its 'Vorsprung durch Technik' ethos.
What are the Mission, Vision & Core Values of Audi? They are the essential framework guiding its innovation and market leadership, a topic further explored in our AUDI Porter's Five Forces Analysis.
Key Takeaways
- Cohesive strategy integrating innovation, sustainability, and premium branding
- Foundational values of progress, responsibility, and unity drive brand identity
- Critical for navigating industry disruption and achieving 3 million vehicle sales by 2030
- Evolution from building luxury cars to architecting a future mobility ecosystem
Mission: What is AUDI Mission Statement?
Audi's mission is 'We shape the future of premium mobility.'
This Audi mission statement is a commitment to leading innovation in the luxury automotive sector, moving beyond manufacturing to define the entire premium mobility ecosystem. It is the direct driver behind the brand's investment of $18 billion in electrification and digitalization from 2024 to 2028.
Innovation Focus
A core aspect is a relentless pursuit of technological advancement, embodied by the 'Vorsprung durch Technik' philosophy.
Future of Mobility
The mission targets holistic mobility solutions, including autonomous driving and digital services, not just vehicles.
Premium Positioning
It explicitly focuses on the premium segment, promising sophisticated, high-value experiences for customers.
Electrification Strategy
This is operationalized through a clear roadmap, aiming for a fully electric model lineup by 2033.
Aspirational Leadership
The statement is a declaration of intent to set industry trends, not just follow them.
Sustainability Integration
Shaping the future includes a commitment to carbon-neutrality, targeting net-zero by 2050.
This directive is evident in Audi's product pipeline, with plans to launch more than 20 new electric models by 2026. To understand how this mission positions Audi against its rivals, it is crucial to analyze its execution within a competitive market. The brand philosophy and Audi core values are inextricably linked to this forward-thinking mission, guiding every strategic decision from R&D to corporate social responsibility.
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Vision: What is AUDI Vision Statement?
AUDI AG's vision is 'to be the world’s leading sustainable premium brand through digitalization and electric mobility.'
This Audi vision statement charts a course for global market leadership, uniquely defined by a commitment to sustainability. It is powered by two core strategic pillars: a comprehensive digital transformation and a complete shift towards electric mobility.
Global Leadership
Aiming to be the top sustainable premium brand worldwide.
Electric Mobility
Backed by an 18 billion euro investment for over 20 new electric models by 2027.
Digitalization
Integrating advanced software and connected services into the driving experience.
Sustainability
A core tenet, targeting a net-zero carbon footprint across the vehicle lifecycle.
The company's ambitious goals are financially supported, with a planned investment of 18 billion euros between 2024 and 2028 dedicated solely to electrification and digitalization. This massive commitment underpins the Audi vision statement and its aim to launch more than 20 all-electric models by 2027. For a deeper look at how this strategy translates into earnings, explore the business model of AUDI. The brand's philosophy of Vorsprung durch Technik, meaning progress through technology, is the driving force behind every innovation and decision.
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Values: What is AUDI Core Values Statement?
Audi's core values form the ethical and innovative foundation of its brand philosophy, guiding every strategic decision from engineering to corporate social responsibility. These principles are the living embodiment of the iconic 'Vorsprung durch Technik' mantra, shaping a unique company culture dedicated to progress.
We are progressive
This value drives relentless innovation, manifesting in industry-leading features and the commitment to electrification, with battery-electric vehicles already representing 12% of global deliveries in 2024.
We are responsible
Focused on sustainability and integrity, this principle powers the goal for all production sites to be net-carbon-neutral by 2025 and the extensive use of recycled materials.
We are united
Emphasizing collaboration and diversity, this is evident in cross-functional teams and strategic partnerships in key markets like China to strengthen its global position.
We live integrity
This guiding principle ensures ethical conduct and transparency across all operations, fostering trust with customers and stakeholders alike as detailed in this analysis of the Mission, Vision & Core Values of AUDI.
These values are the engine behind Audi's strategic choices. Discover how this translates into concrete actions that shape the future of mobility in our next chapter.
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How Mission & Vision Influence AUDI Business?
Audi's mission and vision serve as the fundamental compass for its long-term strategic direction, directly influencing major capital allocation and technological investments. These guiding statements ensure every strategic decision aligns with the overarching goal of shaping the future of premium, sustainable mobility.
Audi Vision Statement
Audi aims to shape the future of premium mobility by leading the industry's transformation towards sustainable, electric, and connected vehicles.
- Achieve net-zero carbon emissions by 2050
- Launch more than 20 all-electric models by 2026
- Invest €18 billion in electrification and digitalization by 2026
- Pioneer development in autonomous driving technologies
Vorsprung durch Technik
This core brand philosophy translates to 'Progress through Technology,' driving a relentless pursuit of innovation and engineering excellence.
Customer Focus
Audi is committed to delivering unparalleled customer experiences, satisfaction, and loyalty through premium products and services.
Sustainability
Audi embeds environmental responsibility into its operations, from decarbonizing its supply chain to developing a fully electric portfolio.
Integrity & Respect
Upholding the highest ethical standards and fostering a culture of mutual respect defines the company's internal and external interactions.
Passion for Performance
The brand's motorsport heritage fuels a passion for superior performance, dynamic handling, and cutting-edge design in every vehicle.
Collaboration
Audi prioritizes strategic partnerships, such as with SAIC in China, to accelerate innovation and expand its global electric vehicle footprint.
The Audi mission statement and vision directly dictate capital allocation, exemplified by the €18 billion electrification investment and the decision to cease new ICE development after 2026. This strategic focus yielded a 51% YoY global EV sales growth in 2024. Discover how to refine these powerful statements in the next chapter: Core Improvements to Company's Mission and Vision.
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What Are Mission & Vision Improvements?
Audi's mission and vision powerfully encapsulate the brand's ethos of progress through technology, yet strategic refinements could enhance their market impact and inclusivity. These four core improvements would modernize the statements to better reflect evolving consumer expectations and the company's own ambitious goals, as detailed in the analysis of Audi's growth strategy.
Elevating the Customer Experience Focus
Explicitly incorporating 'delivering unparalleled customer experiences' into the Audi mission statement would directly address the premium ownership ecosystem and software-defined vehicle features that are now critical differentiators.
Broadening Stakeholder Inclusivity
A refinement to ensure the Audi vision statement and brand philosophy speak not just to drivers but to all stakeholders, including partners and communities, would create a more holistic and modern corporate identity.
Quantifying Circular Economy Commitments
Integrating a measurable goal for material recycling and vehicle lifecycle management would solidify Audi's commitment to sustainability and preempt stricter 2025 regulatory environments.
Articulating a Holistic Progress Strategy
The core Vorsprung durch Technik meaning could be expanded beyond engineering to define progress in social responsibility and employee values, creating a more resilient and future-proof company culture.
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