Reduced use of steering wheels and fewer model options
Audi Streamlines Strategy, Focuses on Speed and Clarity
Audi, the German luxury car manufacturer, is undergoing a significant transformation under the leadership of CEO Gernot Doellner. The brand's new focus is on high reaction and development speeds, with a priority given to streamlining its design, corporate structure, and internal processes.
At the heart of this transformation is a new design approach, spearheaded by Marc Lichte, Audi's head of design. Lichte, who has shaped the new design philosophy exemplified by the Audi Concept C and the updated brand identity, is leading the charge.
The Concept C vehicle, which could potentially be a successor to the TT, offers a glimpse into the new Audi design language. The theme of clarity is being pursued not only in design and equipment options but also in the corporate structure and internal processes at Audi.
As part of this transformation, Audi is eliminating an entire management level, radically reducing the number of meetings, and streamlining decision-making processes. The brand is also reducing the number of steering wheel configurations from more than 100 currently to only three to four in the future.
This reduction in options is a strategic move to focus and increase recognizability. Audi executives believe that customers will have less to choose from but will experience a clearer brand identity.
In terms of equipment, Audi plans to focus on packages and selected highlights instead of countless individual options. This approach aims to save development costs and create clear differentiation in the market. However, there will still be enough equipment variants available for configuration enthusiasts.
Massimo Frascella has been appointed as the new design chief for Audi, joining Lichte in shaping the brand's future. The transformation includes a new design approach that will be reflected in the exterior and product lineup.
In summary, Audi is embarking on a journey to simplify its offerings, focusing on speed, clarity, and a strong brand identity. The Concept C vehicle serves as a testament to this new direction, and we can expect to see these changes reflected in Audi's future product lineup.
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