Audi with a declaration of bankruptcy and the consequences for the company
Created: 05/12/2022 05:05
By: Dominik Jahn
That's what Audi says about the bankruptcy statements made by board member Hildegard Wortmann - the auto industry in crisis.
© dpa / Frank Hoermann / SVEN SIMON
The energy crisis is becoming a bigger problem for automobile manufacturers.
Audi board member Hildegard Wortmann makes a gloomy forecast.
Now the company explains the statements and the consequences.
The energy crisis is making itself felt among car manufacturers more and more.
A few weeks ago, Audi board member Hildegard Wortmann commented on a possible end for Audi and thus caused a stir.
asked the company how Audi felt about these bankruptcy statements and how they reacted to them.
In line with Wortmann's rather gloomy forecast, there has recently been less positive news: Audi has lost an important supplier.
And the car manufacturer from Ingolstadt also had to improve the sales forecast.
The losses were higher than expected in 2022. But how do you deal with Hildegard Wortmann's clear statement?
Audi explains the bankruptcy statements by board member Hildegard Wortmann
explained to echo24.de that
the statement in question was made three years ago"
In fact, Wortmann first made her prediction at an event with Audi dealers in 2020.
In the WirtschaftsWoche
she reaffirmed her assumption.
July 16, 1909, Zwickau
She explained that you can definitely see the first clouds coming up as far as sales development is concerned.
Audi has to change quickly, otherwise, according to Wortman,
"we're just out of business"
Audi itself explains:
“Hildegard Wortmann, Member of the Board of Management for Sales and Marketing at AUDI AG, said at an international, internal trade event to Audi partners that the group had a 50 percent chance that it would still be around in ten years .”
The company also understood the very clear statement as an announcement to turn the right screws.
Audi is banking on its new strategy for the future
In the message to our editors, Audi writes:
“She (Hildegard Wortmann) emphasized that everything has to be pushed forward together in order to be on the right side of the 50 percent.
Your intention with this rhetorical stylistic device was to raise awareness of the fundamental transformation of the industry and to appeal to the Audi partners' willingness to change"
Audi board member Hildegard Wortmann caused a stir with her clear statement about the future of the company.
© dpa / Frank Hoermann / SVEN SIMON
Digitization and electrification are therefore the central challenges,
“there are also new competitors, new technologies and changing values.
A strong brand has to keep asserting itself in this environment
Audi sees itself well positioned for this.
With the sharpened brand strategy, the motto "Future is an Attitude",
"the four rings have been globally realigned since 2020 and successfully positioned in this new world"
Despite delivery problems, Audi sees itself well positioned for the change in the automotive industry
Inappropriate for the
"fundamental transformation of the industry"
are reports that Audi is struggling with massive delivery problems with its latest mid-range electric car, the Audi Q6 e-tron.
For car experts not only
"embarrassing, but also an economic disaster because follow-up projects are also being postponed".
Audi is also going in a new direction with the look.
The distinctive logo has changed.
The well-known four rings are history.
The new design should be "purer, reduced and more consistent", as
has already reported.
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Old criticism and new difficulties
According to designer André Georgi, the new logo stands for the “new Audi”: “The purist approach is more in line with our philosophy.
What quickly becomes apparent: Strong brands are particularly convincing due to their product substance and discreetly used labeling elements.
And as Audi writes, from Hildegard Wortmann's point of view, the group has everything "to
continue to successfully shape the desired transformation".
With the "Vorsprung 2030" strategy, Audi has set the right course and clearly defined the path to a sustainable and digital future"