Volkswagen subsidiary leader shows concern: "I believe we've hit our lowest point"
Audi's New "Identity Creator" Model: A Hope for Revival
Audi, a VW subsidiary, is facing challenges in the automotive industry and is looking to a new model to help it emerge from its current situation. This upcoming model, set to be unveiled in the fall, is being described as a "highly emotional sports car" and an "identity creator."
Gernot Döllner, the head of Audi, openly admits that the company is going through a difficult period. He emphasizes the importance of passion in the company's transformation and believes that the new model will create a "TT moment," potentially marking the start of a new icon.
The new model is intended to serve as a motivational boost for the company, with its success having a significant impact on Audi's overall image and future direction. To achieve this, Audi is focusing on producing vehicles that are not only technologically advanced and performance-oriented but also address quality concerns.
Recent models from Audi, such as the 2025 Audi A5 and the SQ8, offer insights into the brand's strategies. The A5, a consolidation of Audi's compact luxury line, features a sleek Sportback design but has been criticised for its bland design and overabundance of technology. On the other hand, the SQ8, a high-performance luxury SUV, could attract enthusiasts with its impressive power and luxury features, contributing to a performance-oriented brand image.
However, Audi faces challenges in terms of quality, as evidenced by the J.D. Power U.S. Initial Quality Study for 2025, which ranked Audi as the most problematic brand. This could impact both the perception and sales of new models.
To transform Audi into a company capable of developing cars for the future, Gernot Döllner is implementing large-scale job cuts, with up to 7,500 jobs potentially affected by 2029. Internal restructuring is also being undertaken, including reducing committees and abolishing a management level.
The goal of the restructuring is to refine designs to appeal to a wider audience, ensure reliability, and enhance user experiences through intuitive technology and high-quality materials. Ultimately, a well-received model could help Audi revamp its image and improve its market standing.
As Audi prepares to unveil its new "identity creator" model, the automotive world eagerly awaits to see if it will indeed mark a new era for the brand.
- Audi's new model, the "identity creator," is anticipated to revamp the brand's image and market standing, as the company focuses on producing vehicles that are technologically advanced, performance-oriented, and address quality concerns in the finance sector.
- With the upcoming launch of the new "identity creator" model, Audi aims to create a significant impact on their overall image and future direction, particularly in the business world, as a well-received model could potentially mark the start of a new icon for the company.
