Akmal Azhar
Audi is openly acknowledging the challenges it faces in regaining momentum as competition in the premium automotive segment intensifies. In a recent statement, Audi CEO Gernot Döllner expressed a clear sense of urgency, admitting that the brand needs to get “back on track” after falling behind rivals like BMW and Mercedes-Benz in several key areas, particularly electric vehicle development and global market presence.
Lagging Behind in the EV Race
Despite being one of the earlier legacy automakers to announce bold electrification plans, Audi’s execution has been slower than anticipated. While competitors have accelerated EV rollouts, Audi’s current electric lineup has struggled to make a significant impact.
Döllner admitted that Audi’s product strategy needed “sharpening” and promised a more focused approach moving forward. The company’s Artemis and PPE platform projects, initially seen as major steps forward, have experienced delays and internal reshuffling, limiting Audi’s momentum in the crucial EV transition.
Rebuilding Brand Strength and Product Pipeline
Döllner emphasized the need for Audi to strengthen its product identity, streamline its offerings, and reignite enthusiasm for the brand. Plans are in place to deliver a new generation of models, including more distinct and technologically advanced electric vehicles, beginning in 2026.
The goal is to regain lost ground and restore Audi’s standing as a technology leader. He also acknowledged that internal processes had slowed decision-making and development, calling for greater agility and focus across the board.
Facing Internal and External Pressures
The pressure isn’t only external. Audi’s position within the Volkswagen Group hierarchy has also become more complex. With Porsche and Volkswagen focusing heavily on their own strategies, Audi must now assert its own vision and value within the group.
Döllner hinted at organizational reforms and more autonomy in product decisions to ensure Audi can act decisively in a fast-moving market.
Path to Recovery Begins with Accountability
Audi’s leadership is not shying away from criticism. The tone set by Döllner is one of accountability and action. He described the current moment as a “turning point,” recognizing that Audi needs to rebuild trust with customers and deliver on its promises. By 2030, the brand plans to have an entirely electric lineup in key markets, but the next two years will be critical in laying the foundation for that shift.
Yusri Ng
