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For Audi, success is a duty - VW increases pressure on boss Duesmann


Audi needs to be successful. VW is increasing the pressure on its subsidiary and is moving even closer to the Ingolstadt car manufacturer with a number of measures.

Audi needs to be successful.

VW is increasing the pressure on its subsidiary and is moving even closer to the Ingolstadt car manufacturer with a number of measures.

There can be no question for Audi whether everything will get better from 2023.

The automaker must be successful.

The sales figures for 2022 have deteriorated and experts see the VW Group subsidiary as the big loser among premium manufacturers in Germany, as


On January 26, the Ingolstadt-based company will present the next representative of a family of four concept vehicles - the Audi activesphere concept - as part of the "Celebration of Progress".

Another project with the title "Hope for success for the future".

But the view of Audi remains skeptical.

Audi management under pressure – success is needed

According to the group, these new concept vehicles are intended to present “the premium mobility of tomorrow”.

Especially in the luxury sector, the "Handelsblatt" (report behind the payment barrier) shows that there are limits for the car industry.

In one of the last reports, the trade magazine writes that corporations like Audi, BMW and Mercedes don't care which of them sells the most cars.

“The important thing is the profit per vehicle.

But this strategy of the auto industry could now take revenge”.



Head office:



July 16, 1909, Zwickau

umbrella organization:

Volkswagen AG

And the “Automobilwoche” (article behind the payment barrier) takes an even more critical view of the current situation at Audi.

Here it says: "Not enough new models, problems in China and counted managers: The premium manufacturer urgently needs success this year." Accordingly, Audi boss Markus Duesmann and sales manager Hildegard Wortmann are also under observation.

More control?

VW Group with targeted measures

After Wortmann's declarations of bankruptcy and the classification of the statements by Audi to

as well as the power word of VW boss Oliver Blume on the Artemis project, the assumption that the sales manager and Duesmann are under pressure is quite understandable.

The fact that VW is tying its subsidiary even closer to itself with new restructuring also speaks for more control.

Already in 2019, future problems of Audi in the VW group were repeatedly reported.

It was recently announced that the car manufacturer would like to halve the costs at its plants in Ingolstadt and Neckarsulm by 2033.

One measure for this is mergers in production.


"Cars based on the same platform are built in the same plant"


An example is the Audi Q4 e-tron, which is manufactured by VW in Zwickau because it is based on the same platform as the VW id3.

Audi and VW are moving even closer together

And Volkswagen is also moving even closer together with Audi at the decision-making level and is reorganizing the key departments of quality and design in the Group.

According to a VW announcement, a close connection to the Audi and Porsche brands should ensure a consistent focus on customer needs.

Group boss Blume explains: “First-class quality and iconic design have always been the performance characteristics of the Volkswagen Group and its brands.

With group-wide management of the brands, we are increasing our focus on our customers.”

Source: merkur

All tech articles on 2023-01-27

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