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Audi: Innovation, Research and Development

[Name of the Institute]

Audi: Innovation, Research and Development


Audi is one of the oldest car manufacture companies of the automotive world. Its trademark, the four rings, symbolize the union of Audi, DKW, Horch and Wanderer in 1932. Today, Audi is one of the three major automobile manufacturers in the premium segment. As a worldwide developer, and manufacturer of quality cars and engines Audi have three production sites in Germany, Hungary, Brazil and China. Within the Volkswagen group, Audi is entrepreneurially oriented brand, the sporty group, comprising the brands Audi, SEAT and Lamborghini. Audi has positioned itself in the market as a provider of sport cars in the premium segment. The brand stands for pioneering technologies, innovative design and dynamic athleticism. Aligned according to the commitment of AUDI AG is a partner of the sport. Audi and the motor sport traditionally look back on a long and successful history (Butz, 1996, pp. 63). However, even in alpine and Nordic winter sports, football and golf, Audi is presenting for many years.

The current Audi product line is one of the youngest in the premium segment and encloses the A3, A3 Sport-back, A4 Saloon and Avant and Cabriolet, S4 Saloon and Avant and Cabriolet, RS 4, A6 Saloon and Avant, allroad quattro, the TT Coupe and Roadster the A8. The plant tour, a program point of the day trip is an opportunity directly in the production of current models to be there. Arise with modern production methods automobiles in the premium class (Purohit, 1992, pp. 154-167). A luxury automobile is not only based on excellent production, but also on innovative design. The reorientation of Audi design with dynamic lines and the single-frame radiator grille is a key success factor of the Audi brand. In this paper, we will discuss two aspects of the company's management which leads to productivity and success of the organization. The one caters the research and development of Audi processes in technology, while the other considers the importance of strategic alliances which contributes to the innovation.


Audi has become a globally respected producer for their continued product innovation and commitment to progress. Today, it focuses on meeting the needs of its customers in the luxury car segment, to build a brand that conveys individuality, exclusivity and excellence. Much of the success of this brand depend on their technological capabilities. Audi was the first automaker to develop catalytic converters and a range of products in the '80s. Furthermore, is famous for the system of four-wheel drive Quattro, an electronically controlled system that automatically distributes traction between the wheels in fractions of seconds, resulting in greater stability and control in all ground conditions (Cohen, Basu, 1997, pp. 455-472). After entering the luxury car segment in the early '90s, Audi is well positioned in relation to competition in defining elements of innovation in design, safety and performance. Since that time, the company enjoyed record results that beats its line and became known worldwide.

Although product innovation is at the ...
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