At the Audi AG Annual Media Conference, CEO Gernot Döllner and CFO Jürgen Rittersberger outlined the company’s strategic direction for 2025, emphasizing efficiency, electrification, and global market expansion. Despite a turbulent economic landscape, Audi remains committed to transforming its product lineup and strengthening its operational framework.
A New Era for Audi: Investments and Restructuring
CEO Gernot Döllner highlighted Audi’s ambitious restructuring and investment plans, stating, “At Audi, the signs point to a new beginning.” The company has set a clear course for focus, efficiency, and profitability, particularly at its German sites.
- €8 billion investment in Ingolstadt and Neckarsulm to future-proof them for the electric mobility transition.
- Streamlining operations under the Performance Program 14 to enhance competitiveness.
- Youngest product portfolio among competitors by the end of 2025, thanks to a full model range rejuvenation.
Expanding Product Lineup: EVs, PHEVs, and ICE Models
Audi is not just focusing on electric vehicles (EVs) but also introducing new combustion engine and plug-in hybrid models.
- 10 new plug-in hybrid models (PHEVs) by year-end, with the Audi A5 PHEV debuting on March 25.
- The new Audi A6 Avant, the first of the next-gen A6 family, has already been unveiled, with more variants to follow.
- A refreshed Audi Q3 will hit the market in summer 2025.
- Last combustion engine models to be managed based on global market trends.
Global Strategy: Strengthening Presence in China and North America
Audi is doubling down on regional strategies to boost its presence in key markets:
- China: Leveraging strong legacy in combustion engines while expanding its electric model lineup through joint ventures with FAW and SAIC.
- North America:
- Launching 10 new models by the end of 2025.
- Assessing localization options to align production with market needs and mitigate global economic risks.
Navigating Economic Uncertainties While Staying Profitable
CFO Jürgen Rittersberger acknowledged the challenges ahead, but reassured stakeholders, stating, “We have kept Audi on track amid a tense geopolitical and economic situation.”
- Audi closed 2024 on a solid financial footing, despite market challenges.
- Performance Program 14 is optimizing efficiency, freeing up resources for future investments.
- 2025 will be demanding, but Audi is confident that its renewed product portfolio will drive growth.
As Audi continues its bold transformation, 2025 will be a defining year. With a revamped product lineup, strategic global expansion, and operational streamlining, the company is positioning itself to navigate challenges and capitalize on emerging opportunities in the rapidly evolving automotive industry.
