Audi is restructuring its vehicle development process to enhance efficiency and competitiveness. Under CEO Gernot Döllner’s leadership, the company is shifting to a matrix organization model, aiming for flatter hierarchies, clear responsibilities, and faster decision-making.
This reorganization starts with Product Line Management, Technical Development, and key interface partners, and will expand to other divisions.
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The restructuring focuses on streamlining processes, reducing interfaces, and enhancing Audi’s ability to innovate. The new structure separates strategy, management, and implementation, with product strategy reporting directly to the CEO.
Operational product lines will manage vehicle development, gaining more autonomy and direct access to business-relevant decisions. Meanwhile, Technical Development will focus on developing vehicle features, systems, and software integration.
More than 200 experts have been involved in preparing for this transformation, which is expected to begin in early 2025. Döllner emphasized the importance of making Audi more efficient and resilient to meet future industry challenges.
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