The author first presents the History of Audi, its Headquarters, Strategy, Finances, Engineering/Innovation, Production and Quality. The company profits for the non visible parts of the platform portfolio of mother Volkswagen.
Following a very successful 2007, Audi is on course to achieve top figures once again in 2008 with sales of 1 million cars and with a target of 1.5 million cars in 2015 from 40 models instead 25 today and a complete portfolio of compact cars, limousines, SUV and sporty cars.
Top management is involved in lighting and includes it in the short-mid-long strategy.
Innovative technologies emphasized by styling and perceived quality are the main differentiating Audi features with premium competitors. They help Audi to expand its “Vorsprung durch Technik”.
Dr Huhn, one of the world’s foremost automotive lighting experts and Audi lighting people all along the process chain are very enthusiastic with high know how. Lighting became a strong core competence at Audi, which explains why Audi is the worldwide leader on lighting. Examples are shown with LED DRL, High-tech lightings like Xenon, AFS or LED, and rear lamps containing 3D elements.
The author then describes how Audi uses its leadership and how styling/engineering managers are increasing perceived brand values through enhanced Lighting performance and Driver assistance technologies. The R8 full-LED headlamp is presented and predicts the lighting strategy of Audi concerning LED.
The Driver assistance systems, Road vision, Adaptive Cruise Control, Brake Assistant, Lane Assist, Parking Aid, Side Assist, Auto light switch and rain combination, Emergency brake display, and Automatic high beam, are presented. The suppliers are defined.
Interviews and last speeches of Rupert Stadler, chairman, Michael Dick, head of development, Willibert Schleuter, head of Electrics/Electronics and Wolfgang Huhn, head of lighting and switch development, close this Audi company profile.