Audi no longer believes in the idea of creating a universal car for the entire world. The company considers that developing a single model that would satisfy all markets simultaneously is no longer effective. Instead, Audi is betting on creating separate models for its largest markets, taking into account the specific needs of local buyers.
New Strategy: Local Models for Local Markets
Ruben Mohr, Audi’s technical director, notes that no single model can simultaneously satisfy buyers in North America, Europe, and China. That is precisely why the company created a new brand AUDI in China together with SAIC, which will produce cars developed specifically for this market. Consumer tastes have become too different for a universal approach to be successful.
“I think the idea of a global car — one car that fits the whole world — has disappeared, frankly, because it no longer suits the USA and China. You need such a local pillar for the local market,” Mohr told Go Auto.
In China, the AUDI brand helps meet the needs of local consumers who want technological cars, resembling smartphones on wheels, with the most advanced autonomous driving systems. In contrast, buyers in Europe prefer fewer screens and value tactile controls, buttons, and switches. Despite this, Audi continues to introduce curved digital instrument panels in an increasing number of its European models.
Accelerating Development of New Models
Abandoning global cars also allows Audi to speed up the development of its vehicles. The company states that it now develops cars with “Chinese speed,” creating “project houses” where development teams have direct access to the board, which significantly speeds up the approval process.
This approach has already helped Audi launch the limited-edition Nuvolari supercar, created as a spiritual successor to the Audi R8, which is equipped with the same basic twin-turbocharged V8 hybrid engine as the Lamborghini Temerario. Soon, fast development cycles will allow the company to launch the production version of the Concept C sports car, which will replace the Audi TT.
This change in strategy reflects a deep understanding that the automotive market has become extremely fragmented. China, as the largest market for electric vehicles and technological innovations, requires a completely different approach than Europe with its conservative preferences. Abandoning the universal model allows Audi not only to react faster to local trends but also to reduce time-to-market, which is critical in today’s competitive struggle. The creation of models such as the Nuvolari and the TT successor demonstrates that the company can use this flexibility to launch niche, emotional cars that would hardly have received the green light within a global strategy. Thus, Audi is not just adapting to different markets, but also gaining the opportunity to experiment and implement bold ideas faster.