Last year, Audi board member Hildegard Wortmann said there was a 50% chance the German brand would go bankrupt within a decade. Now the top manager, who heads the company’s commercial department, has confirmed these words and added that the coming years will be decisive for the automaker. To avoid the worst-case scenario for Audi, we need to start transforming the brand today.
In recent years, the entire global automotive industry has experienced difficult times. The reason for this is the coronavirus pandemic, the shortage of microelectronics, the increase in the price of energy carriers and the crisis associated with Russia’s military invasion of Ukraine. According to Wortmann, all these factors caused serious damage to Audi. The number of car orders from Western European residents decreased by 15%. According to the top manager, the brand must start the transformation as quickly as possible.
One of the solutions that could keep Audi afloat could be to completely abandon the production of cars with internal combustion engines until 2033. In addition, the company will launch a whole line of new electric cars in the coming years. The production of battery modifications of popular models will also help to cope with the crisis. The company plans to start selling the electric Audi A3, A4, A5, as well as the A6, A7, A8 and several new crossovers within five years.
Audi plans to end production of the legendary TT model soon. At the beginning of October it was announced that the German brand will celebrate the 25th anniversary of the iconic sports car with a special series of one hundred cars, called the Iconic Edition.
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