Vorsprung 2030: Audi's 2021 transformation strategy

Historical article: This page summarizes the Vorsprung 2030 strategy as Audi presented it in 2021. Its dates, executives, forecasts, and targets describe that announcement and should not be read as Audi’s current product plan.

Audi presented Vorsprung 2030 ahead of the 2021 IAA as a framework for transforming the company around electric mobility, software, sustainability, and digital services. The strategy followed Audi’s announcement that it intended to introduce only new fully electric models globally from 2026 and gradually end combustion-engine production by 2033.

The strategy was developed after around 500 employees examined more than 600 mobility trends. Audi said future revenue would progressively shift from combustion vehicles toward electric cars and, later, toward software, services, and automated-driving functions.

Electric mobility and sustainability

Vorsprung 2030 linked profitable growth with environmental, social, and governance criteria. Audi highlighted climate protection, resource use, occupational safety, social responsibility, compliance, and risk management. The company also described the strategy as an ongoing process that would be reviewed as markets and technology changed.

Software and the Audi driving experience

Audi planned to differentiate its electric vehicles through design, quality, a recognizable driving character, and a connected digital ecosystem. The 2021 plan assigned an important role to CARIAD and a common Volkswagen Group software platform, while each brand would remain responsible for integrating the technology into its vehicles.

The strategy also emphasized software updates and functions that could be added after purchase. Audi’s development organization intended to define measurable characteristics for steering, handling, acoustics, and automated driving so future products would retain a consistent Audi identity.

Production and innovation

The company identified more efficient production, connected factories, and faster internal innovation as important parts of the transformation. Audi’s Neckarsulm plant was described as a pilot location for digital production, supported by work in the Audi Production Lab and the company’s Berlin innovation unit.

China

China was a central part of the 2021 strategy. Audi planned to expand locally produced electric models with FAW and SAIC under an “In China for China” approach. Subsequent developments, including the China-exclusive AUDI brand created with SAIC, should be read separately from the forecasts made in this original strategy announcement.