Despite the global financial crisis, Audi remain on track to top 1 million sales worldwide this year.
(viz Audi profile report published at www.DrivingVisionNews.com )
That would make 2008 the 13th consecutive record year for Volkswagen Group’s luxury unit. The company’s goal to become the world’s most successful premium auto brand by 2015 also has not been derailed by the global slowdown.
Driving Vision News selected the two main responses of Sadler, Audi’s CEO, from an interview with the German Automobilwoche
- Audi have the youngest model lineup with the new Q5, upgraded A8 and A3, and popular A4. Additional high-interest models are soon due to market. The preconditions are good, but that doesn’t mean that we aren’t moving deliberately.
- About supplier risks, Audi turned to insolvency management at their Volkswagen parent, where Audi have a leading role.
Due to liquidity bottlenecks, a supplier sometimes slips into financial imbalance. Audi then amicably look for solutions that serve both sides. The supplier should have the entrepreneurial room to manoeuvre that it needs, and Audi make sure that their production flow is not impaired. No one can say whether that will continue to work in the aggravated situation we have today.
Audi talk to their partners in the supplier industry and try to take countermeasures early when difficulties emerge. Given the high complexity and the dependencies within the auto industry, it gets tough for all when a crisis looms in one corner.
In conclusion, Audi’s CEO says that even in times of crisis, a good product is the most persuasive argument that you are better than the competition. “It’s possible that our growth curve over the next two years will proceed differently than we could plan on so far. We will continue to grow, and our product portfolio is the best precondition for that”.