AUDI: CARS MADE WITH SUCCESS AND PASSION
Audi has been part of the Volkswagen Group since 1965 and operates eleven production sites in nine countries. Audi brand cars are produced at the Neckarsulm and Ingolstadt sites in Germany, in Brussels, Belgium and in Győr, Hungary. Of the more than 77,247 Audi Group employees in 2014, around 53,848 were employed at Ingolstadt and Neckarsulm, and Germany remains the most important production location for the brand. In 2014 Audi increased deliveries by 10.5% to a record level of 1,741,129 vehicles (1,575,480 in 2013). 43% of these – or 762,900 cars – were sold in Europe, including 255,582 in the brand’s home market Germany. China was the Audi brand’s biggest market for the fourth time in a row, recording a total of 578,932 cars sold, while the USA was the third-largest with 182,011 vehicles sold. All of which drove revenue up by 7.8 % in 2014, to EUR 53,787 million.
“VORSPRUNG DURCH TECHNIK” ALSO APPLIES TO SUSTAINABLE OPERATIONS
For Audi, Corporate Responsibility (CR) means taking economic, ecological and social aspects into account in all decision-making – with the aim of maintaining levels of competitiveness over the long term. CR is therefore anchored in the mission of the Audi Strategy under the heading “We live responsibility”. Added to which, the corporate goal “Sustainability of products and processes” – to be applied throughout the value chain – forms the basis for the Audi Strategy. In order to implement corporate responsibility in practice, Audi has set out five core themes: Operations, Product, Environment, Employees and Society.
For Audi, all-encompassing carbon-neutral mobility – in the sense of a cradle-to-cradle model – is a vision to be pursued step by step: in procurement, in production, in the use phase and when it comes to vehicle disposal. In addition, Audi is involved in developing and producing regenerative fuels (Audi e-fuels), which are designed to enable carbon-neutral mobility over the medium term and are not based on biomass.
IN DIALOGUE WITH THE STAKEHOLDERS
In 2014 Audi held its second Stakeholder Forum in Berlin. The company came together with around 120 participants to discuss the future of mobility and the role played in this arena by digital data streams. This dialogue-based event focused on central questions surrounding vehicle-to-vehicle, vehicle-to-infrastructure and vehicle-to-driver connectivity. In three workshops the forum participants joined Audi representatives to discuss the responsible usage of data, connectivity between vehicles and urban infrastructure, and the needs and expectations of customers when it comes to vehicle connectivity. Audi is looking to take the open exchange of opinions and experience with experts from the fields of business, science and politics onto a new level, and channel the findings into the development of future technologies. Its top rating – ahead of BMW and Hipp – in the Sustainability Image Score 2014 conducted by Facit Research reflects the excellent reputation enjoyed by Audi among its customers. Audi is also the most trusted brand among German drivers. This was the outcome of a representative survey conducted by TNS Emnid for the Trust Index compiled by the association of leading communication consultancies in Germany (GPRA).
A Holistic View of Environmental Impact
Audi’s product policy follows a holistic, sustainable approach which serves all parties – suppliers, manufacturers and consumers. At Audi, environmental protection spans the entire life cycle of a car. Every phase of the process is optimized from an ecological standpoint, from the production and processing of raw materials, to manufacturing, fuel supply and the use phase, and all the way to recycling.
For example, the Life Cycle Assessment prepared by Audi for the new Audi TT Coupé shows that, compared to its predecessor, its environmental impact has been reduced in four of the five impact categories identified as relevant. Intelligent material selection has allowed Audi’s engineers to not only cut the car’s unladen weight by another 50 kg – and thereby reduce CO2 emissions in the use phase – but also to lower greenhouse gas emissions in the production phase.