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Audi’s Stadler on Winning and CES

Sections: Car Safety, CES, CES 2014, Infotainment, Powertrain, Telematics

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Rupert Stadler

Rupert Stadler

CES has always been known for some amazing keynote speakers to grace the stage.  I recall ten years ago watching Bill Gates in person at the height of Microsoft dominance and giving a wonderful presentation on where computing was heading and mentioning something called ‘The Cloud.’

For 2014, we are very much looking forward to Rupert Stadler’s speech for CES.  To rock the buzzword, Stadler’s talk will no doubt include plans of Audi and the ‘Connected Car.’

He believes that collective determination makes a big difference when a company has set a stiff long-term goal, as AUDI AG has done by promising to reach two million global sales in 2020 and become the leader of the world’s premium automotive market. Solid teamwork also will come in handy as Audi encounters specific challenges along the way.

“Spirit matters,” the Chairman of the Board of Management of AUDI AG told Automotive News Europe. “You cannot win every match, but you must get up again, fight again and believe in your ultimate success. This gets into the mind-set of people; it sparks creativity and is a platform for innovation. It also empowers people when it comes to big investments, and we are investing heavily in the future.”

To become the clear leader in the global luxury-auto market, Stadler told the publication, “We [must] create the attitude inside and outside the company that enables us to make it.”

Establishing that attitude on a fundamental and ongoing basis, he suggested, is more important than whether Audi reaches its goal of two million sales “one year sooner or later.”

Audi is making a similar consistency evident in the standards of quality production that it has been instilling across a growing global manufacturing system whose goal is nothing less than making the process of putting out Audi vehicles agnostic as to their point of origin. Ultimately, an Audi made in the new plant under construction in Mexico, for example, should be indistinguishable from one made at corporate headquarters in Germany.

“Wherever we produce an Audi, we do it with top quality, the best materials and absolute precision,” Stadler said. “We have the same standards in all our factories around the world.

“If you ask a customer what made him to buy an Audi, he probably can’t explain it in technical detail, but it is the look, feel and overall quality he perceives when sitting in an Audi. We ensure that this applies to every model whether it is built in Germany, China, Hungary, Spain or, in the future, in Mexico.”

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