Annual Financial Statements Of AUDI AG

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Management Report of AUDI AG for the 2010 fiscal year
AUDI AG
STRUCTURE
Company
The products of AUDI AG make it one of the world’s leading carmakers in the premium segment.
The vehicles of the Audi brand delight customers with their modern, outstanding design, technological
innovations and high build quality. The focus is always on the ambition to develop
pioneering automotive concepts that therefore fulfill customers’ high expectations. This philosophy
is manifested in the brand essence “Vorsprung durch Technik” – which encompasses the
brand values sportiness, sophistication and progressiveness – and is demonstrated to customers
through the steadily growing array of Audi models.
Thanks to generally rising demand as well as its attractive product range, the Audi brand increased
its vehicle deliveries in over 80 markets in fiscal 2010, achieving the record tally of
1,092,411 vehicles sold.
AUDI VEHICLE DELIVERIES BY REGION
2010 Share in %
Germany 229,157 21.0
Europe excluding Germany 418,474 38.3
China (incl. Hong Kong) 227,938 20.9
USA 101,629 9.3
Other 115,213 10.5
Total 1,092,411 100.0
The headquarters of AUDI AG are located in Ingolstadt, where Technical Development, Sales and
Administration as well as the greater part of vehicle manufacturing operations are based. The
Audi A3 and A3 Sportback models, the A4 car line, the A5 Sportback and the A5 Coupé, RS 5 Coupé
and Q5 models are built there. Bodies for the A3 Cabriolet and for the TT car line are also made
in Ingolstadt.
Neckarsulm is where the models A4 Sedan and A5 Cabriolet, the A6 car line and the A8 luxury
sedan are manufactured. Volume production of the new Audi A7 Sportback commenced in 2010.
Other models are produced at subsidiaries of AUDI AG and elsewhere within the Volkswagen Group
on behalf of the Audi brand.
Volkswagen AG, Wolfsburg, is the major shareholder of AUDI AG and controls around
99.55 percent of the share capital. A control and profit transfer agreement exists between
Volkswagen AG and AUDI AG.
STRATEGY
Audi: the number one premium brand
The debate on climate change, the future availability of fossil fuels and social megatrends such
as increasing urbanization are presenting new issues of interest to customers.
In the light of these changes, AUDI AG placed the Audi brand on a more future-proof footing in
the past fiscal year through Strategy 2020. With its vision of “Audi: the number one premium
brand,” it has set itself the goal of taking on the lead role in the premium segment worldwide.
The goals of Strategy 2020 focus on lasting corporate success, underpinned by sustainable actions.
AUDI AG therefore regards it as a self-evident aspect of corporate responsibility that it takes
account of the issues of ecology and social responsibility when defining the strategic direction
of its core business (cf. “Social and ecological aspects,” p. 23 ff.).