Audi signals new strategic chapter with global focus and EV plans

Audi outlines a new strategic phase, focusing on EV models, global markets, and partnerships. Explore how the company plans to improve competitiveness.

Audi has declared the start of a “new chapter”, signaling a strategic reset as pressure from the US and China intensifies. The company’s leadership makes it clear: the previous approach is no longer sufficient to keep pace with global competition.

2025 became a turning point. Audi introduced a new design philosophy, launched the first model of its China-exclusive AUDI brand, and prepared for its entry into Formula 1. These moves follow a single direction — accelerating transformation while reinforcing its presence in key markets. The company is focusing on Europe, the US, and China, where competition and innovation are shaping the industry.

This shift goes beyond Audi itself. The company openly acknowledges that Germany and Europe are lagging behind the US and China in technological trends. In this context, innovation and partnerships are no longer optional — they are essential. This explains Audi’s growing reliance on collaboration within the Group and projects such as its joint architecture development with Rivian.

The model lineup remains a central element of the strategy. Audi is preparing new vehicles, including the Audi Q9, a flagship SUV aimed at the US market, and the A2 e-tron, designed as a more accessible entry point into electric mobility. At the same time, the company continues to expand in China through the dedicated AUDI brand, tailored to local demand.

Its technological foundation is also evolving. Through the RV Tech joint venture with Rivian, Audi is working on a new E/E architecture expected to underpin future models from 2028. The focus is on a more advanced electronic structure that enables faster software updates and deeper digital integration.

Financial results underline the complexity of this transition. Audi navigated 2025 with solid performance, but management points to ongoing pressure on efficiency and margins. In response, the company is simplifying processes, reducing complexity, and strengthening operational discipline.

The next phase will test whether these changes can deliver. Audi aims to gradually improve profitability and reinforce its market position, relying on a renewed product portfolio, technological partnerships, and a more flexible structure. If these elements align, the company expects to return to a clearer path of growth.