Gernot Döllner took on the role of CEO and chairman of Audi with a lengthy to-do list. The previous CEO, Markus Duesmann, was sacked due to delays in the Q6 E-tron project, and Audi was facing various challenges, including increased competition from Chinese rivals and the need to keep up with BMW and Mercedes-Benz. Döllner, who has been with the Volkswagen Group since 1993, including a stint at Porsche, is known for his efficiency and decisiveness. He wasted no time in laying out a new strategy for Audi, called the Audi Agenda, which focuses on four key areas: products, technology, the brand, and key regions.
One area of focus for Döllner is bringing back Audi’s famous slogan, Vorsprung durch Technik. He acknowledges that the brand hasn’t been able to emphasize this in recent years due to a lack of new products, but he believes it is still the core of the brand and plans to find a new interpretation for it. Döllner sees innovation as part of Audi’s DNA and wants to bring technology that helps people in a holistic way, covering design, quality, engineering, and customer experience.
Software technology is another major challenge for Döllner. Issues with the E3 software architecture caused delays in the Q6 E-tron’s launch, threatening Audi’s plan to introduce 20 new models in the next two years. Döllner has put a lot of emphasis on optimizing software and product development processes to avoid future disruptions. He has already made changes to the core team, moving former technical chief Oliver Hoffmann to a new role as chairman of Audi’s Formula 1 operation and taking charge of technical operations himself. Long-time design chief Marc Lichte will also be replaced by Massimo Frascella.
Despite the challenges, Döllner is confident in Audi’s future plans. The company is committed to going all-electric by 2033 but also recognizes the importance of plug-in hybrid technology, particularly in the US and China. Döllner believes that flexibility is key and is open to reassessing the plans if necessary.
In terms of future models, Audi will prioritize SUVs, especially in the US, but will not become solely an SUV maker. Avant estate models will continue to be part of the Audi DNA, and performance models, both combustion-powered and electric, will also remain in the range. Döllner is considering highly emotional additional products, such as a spiritual successor to the R8 or TT.
Döllner acknowledges the increased competition from Chinese brands and is learning from them in terms of accelerating product development. He also highlights the frustration of dealing with uncertain future regulations and calls for clearer targets from politicians. However, he remains confident in Audi’s long-term plans and the ability to adapt to changing circumstances.
Overall, Döllner’s leadership and strategic vision are aimed at getting Audi back to its core strengths and values while embracing innovation and flexibility for the future.
