Welcome to the Audi Report 2023! The combined annual and sustainability report of Audi brings together the topics of strategy, finance as well as Environmental, Social and Governance (ESG).
Premium experience at all touchpoints of the brand – whether online or offline
The Audi brand is to become even more tangible, approachable and personal in the future. An important basis for this: proximity to customers. The brand with the Four Rings is therefore constantly expanding its offering: with over 3,000 dealerships and many digital services such as a new vehicle configurator or special apps for vehicles.
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Audi has long been committed to putting the customer at the center of everything it does. This ambition is now being intensified with the Audi Agenda. “Our goal is to offer high-quality experiences, both in our vehicles and through our services,” explains CEO Gernot Döllner. And that starts right from the moment they first take an interest in the brand – for example, through online touchpoints such as the Audi websites or the configurator. Ideally, this ultimately leads to a purchase of a vehicle – at a dealership or, starting in 2024, online too.
“We will continue to expand our digital services – with a focus on the customer and in typical Audi quality.”
– Gernot Döllner, Chairman of the Board of Management of AUDI AG
Around 3,000 international Audi dealerships are on hand to advise customers on their purchase, convey emotions and the spirit of the brand, serve as reliable partners for all questions and offer premium service for all aspects of the vehicle. In short: they are the first point of contact for many customers and often maintain long-standing, trustful relationships with them.
Nowadays, much of the contact with customers also takes place via virtual channels. Audi offers a variety of digital touchpoints for this purpose. Online and offline touchpoints together create an individual customer journey – to this end, the company is interlinking its efficient dealership network with the digital world.
Digital experience: a new web configurator guides customers quickly and directly to the Audi car of their dreams. A slider for comparisons, 2D and 3D images and virtually generated driving scenes help customers make the right choice.
Digital experience: a new web configurator guides customers quickly and directly to the Audi car of their dreams. A slider for comparisons, 2D and 3D images and virtually generated driving scenes help customers make the right choice.
For all customers who already drive an Audi, the myAudi app seamlessly connects their smartphone with their vehicle. The app allows customers to view real-time information about their Audi, control vehicle functions such as remote parking or air conditioning via their smartphone and efficiently manage charging processes. They can also book various services – from functions on demand and Audi connect options to service appointments at a dealership. At present, the myAudi app offers over 100 different functions, depending on the market. The scope will be expanded significantly with the introduction of new Audi models in the coming years.
A store for third-party apps provides for even more extensive and more easily customizable infotainment in the car. It has been available in almost all Audi vehicles since last summer. With this new store, customers have access to a large number of apps that can be downloaded directly onto the Audi MMI (Multi Media Interface) independently of a smartphone.
At the moment, there are around 50 applications covering categories such as music, video, gaming, navigation, parking and charging, productivity, weather and news services. The store is constantly being expanded.
Functions on demand offer new functions even after the purchase
With functions on demand, Audi customers can easily and simply order additional features for their vehicle after the purchase via the myAudi app or the Audi MMI. Many models have additional functions available in the categories of infotainment, lighting technology, driver assist systems, air conditioning and charging. The new Audi Q6 e‑tron, for example, offers about a dozen such upgrade options in Europe.
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Local contact: around 3,000 international Audi dealerships are on hand to advise customers on their purchase, convey emotions and the spirit of the brand, serve as reliable partners for all questions and offer premium service for all aspects of the vehicle.
Local contact: around 3,000 international Audi dealerships are on hand to advise customers on their purchase, convey emotions and the spirit of the brand, serve as reliable partners for all questions and offer premium service for all aspects of the vehicle.
The ecosystem surrounding the car is increasingly becoming a competitive differentiator. “That’s why we’re working intensively on our digital services and are constantly expanding our ecosystem – with a focus on the customer and in typical Audi quality,” says Döllner.