Volkswagen Group CEO Oliver Blume has promised to revive the fortunes of Audi after admitting the model’s lineup was “lagging the competitors,” significantly when it got here to electrical automobiles.
As a part of a shakeup on the Audi Group, which additionally contains the Bentley, Lamborghini and Ducati marques, the manufacturers have been reclassified as “progressive” in an effort to hurry up change on the group, Blume advised traders at VW Group’s Capital Markets Day on Wednesday.
Audi has “large potential,” Blume stated, including that this has not been realized lately.
“We didn’t defend the [brand’s] progressive management in its place in opposition to key rivals. We additionally confronted extreme software program issues that delayed the launch plan of thrilling electrical merchandise.”
Blume stated Audi’s present mannequin lineup shouldn’t be solely lagging the competitors, however — much more worryingly — lagging behind its personal capabilities.
As proof of this, Blume cited the model’s subpar efficiency in China.
“The footprint of the group is at present extremely depending on China and the battery electrical automobile lineup specifically shouldn’t be aggressive as compared with this market,” Blume stated.
Audi delivered 136,416 automobiles in China within the first three months, down 16 % on the yr earlier than, based on figures from the model.
Audi’s revival of Audi will give attention to the quicker growth of electrical vehicles, Blume stated. He highlighted the model’s sports-oriented fashions as providing massive potential on this space.
“The rising RS franchise is a extremely engaging enterprise, each from a buyer in addition to from a monetary viewpoint,” Blume stated. “Subsequently, we’re already planning a high-performance BEV lineup.”
Audi has “large alternatives” with the upcoming product product launches, starting subsequent yr, Blume stated.
In 2024, Audi will launch the Q6 E-tron, the model’s first automobile on Volkswagen Group’s PPE (premium platform electrical) structure. The complete-electric SUV can have VW Group’s much-delayed 1.2 software program.
The Porsche e-Macan, additionally on this platform, will arrive on the identical time.
The PPE platform will enable quicker charging instances averaging simply 21 minutes to go from 10 % to 80 % of battery capability, VW Group says. It should additionally provide semi-autonomous driving options from Mobileye’s SuperVision system.
Audi is main the event of the compact and midsize components of the SSP (Scalable Methods Platform) electrical structure that Blume has promised might be rolled out to its unique timetable beginning 2026, regardless of software program delays.
Blume didn’t point out Audi’s Artemis venture, that was introduced underneath former VW Group CEO Herbert Diess, and was meant to launch the SSP platform.
Audi has been given a 13 % margin goal for 2030, up from 11 % within the first three months for all the Audi Group. Audi as a model was not damaged out.
“Audi has robust monetary ambitions,” Blume stated, including that the model needs to give attention to what makes it completely different by staying true to its design language and top quality requirements, whereas offering “the best-in-class individualized buyer expertise.”