Audi with a difficult future in the VW Group - old criticism and new problems
Created: 05.12.2022, 21:00
By: Dominik Jahn
Audi is currently considered a problem in the VW Group.
Old criticism and new problems are an issue for the car manufacturer.
© dpa/ Teresa Kröger
A look at the past is definitely worthwhile at Audi.
How did the car manufacturer deal with earlier problems and what still concerns the group today.
Hard times for Audi.
With the future statements from the board level a few weeks ago, the view of the car manufacturer is becoming increasingly critical.
The group has already commented
on the bankruptcy statements and the consequences of
The concern for Audi remains.
As early as 2019, the news magazine “Der Spiegel” tried to show what is wrong with Audi: “Too expensive, too weak, too lame”.
Not good testimony for a once celebrated brand from the VW cosmos.
Compared to Mercedes, there was also a significant damper recently in terms of sales gains.
Savings plan at Audi should cut spending
According to the “Spiegel” report, Audi had decided at the time to cut almost 10,000 jobs by 2025.
The car manufacturer had already corrected the forecasts for 2022 days ago - billions in sales are threatened.
And even before that, the group was struggling with significant declines.
According to “Spiegel”, in 2019
“sales were again below plan in the current financial year.
By October, the minus was 3.6 percent
July 16, 1909, Zwickau
For the VW Group, it seemed to be the time when the negative development at the company's subsidiary was enough.
The March 2019 austerity plan was intended to cut spending, and an agreed job cut was part of it.
"9,500 jobs will be lost - every sixth Audi job in Germany."
Audi before the crash?
New problems in the crisis
It is true that 2,000 jobs should also be created in the areas of electromobility and digitization.
According to "Spiegel" it is called "Pact for the Future" at Audi.
A “transformation plan that prepares the automaker for the future.
Viewed more soberly, according to the magazine, it is
"no less than a drastic cure to prevent Audi from crashing"
However, things such as the loss of an important supplier and the supply bottlenecks for chips in the automotive industry could continue to cause problems for Audi on the way to the future.
Criticism of the car manufacturer's lack of a concept
With the 2019 savings plan, the Audi Group wanted to take an important first step.
"Der Spiegel" wrote that the costs should be reduced by up to 15 billion euros by 2022.
However, experts missed
“a well thought-out concept”.
Strategic questions seemed to remain unanswered.
The development of the "problem plants in Ingolstadt and Neckarsulm" was a huge topic at the time.
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And even now the question is probably not entirely clear.
Just a few days ago, the Audi works council made a clear request to those responsible, as
In terms of content, it was about the modernization of the domestic locations.
Statements about the future from the Audi board of directors are stuck
But what is currently sticking with a view of Audi are the self-chosen critical statements from the board level.
Hildegard Wortmann spoke to
"clouds gathering in terms of sales development"
And Wortmann thereby reinforced an earlier statement that under certain circumstances there is
"a 50 percent chance that Audi will still be around in ten years"
Reports about the new Audi logo and the start of our own charging service from January 2023 remain in the background.