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Audi SWOT Analysis 2019.

Production of Audi Vehicles 2017-18.


Audi 19659002] Johd. (Driverless Idea automotive) img src = Audi Press Release.

Company Identify Audi Motors.
Business Motor Automobiles and Elements
Established 1909
Founder August. Horch
Managing Director Bram Schot
Headquarters Ingolstadt, Germany.
Internet gross sales (2018) EUR 59,248 million
Gross revenue (2018) EUR 9,913,139 million. ] Variety of staff (2018 av.) 91,477
Major markets China.
Variety of Retail Stores and Service Centers (2018) 5000 Approximately

Audi is among the main premium automotive manufacturers, recognized worldwide for its trendy automobiles, revolutionary know-how and luxury driving expertise. The Audi Group additionally owns the Ducati and Lamborghini manufacturers and is itself part of the Volkswagen Group. The model is present process a strategic change that may enable it to respond extra effectively to buyer demand. A number of the key areas that Audi will concentrate on in the close to future are digital know-how, electrical automobiles and autonomous driving. The brand plans to take a position billions of euros in these areas within the coming years. As well as, it has maintained a robust position in the Chinese language premium car market. As a part of its strategic change, the company has additionally included regional distributors and sellers, whose position is crucial to the speedy progress and enlargement of the Audi Group. In 2018, the group's car production and gross sales declined barely compared to the previous yr, as did its internet revenue.

The global automotive business, including China, has entered a challenging part in 2019. Competitive strain can also be on the rise. Tesla's aggressive drive to dominate the electrical automotive market within the premium phase can also be a challenge for Audi. Whereas Audi is keen about electrical automobiles, conventionally used automobiles nonetheless remain a serious part of its portfolio and a big source of revenue. In addition, regulatory pressures and tariffs are making the surroundings tougher than ever. Nevertheless, Audi is working with other automotive corporations and know-how manufacturers to get greater and broaden quicker. It has stored China, which has turn out to be its primary market, within the center. Audi regionally produces more fashions on the market in China. With a broad and numerous product portfolio, it relies on know-how to drive progress and better serve its clients.

Learn more about Aud's strengths, weaknesses, opportunities and threats on this SWOT analysis.

STRENGTHS. [19659005] Weaknesses.
Leading place in China.
Giant product vary.
Model equity.
Manufacturing and distribution community.
Concentrate on innovation.
Losses from the Grant of Diesel.
Putting of automobiles available on the market.
Other Authorized Issues.
POTENTIAL. threats.
Electric automobiles.
Autonomous driving.
Regulatory pressures.
Uncooked materials and labor prices.


Leading position in the Chinese language market:

China's strategic significance in the automotive market has grown very rapidly in recent times. All leading automotive brands, together with Audi, spend money on China by way of strategic partnerships with local corporations, develop native infrastructure and improve market access by producing local products. China is now a worldwide automotive market and the demand for premium automobiles on this market has additionally grown very rapidly. In accordance with Audi's Annual Report 2018, demand for premium automobiles has grown and Audi is a pacesetter on this phase. China Every day stated Audi bought 660,888 automobiles in 2018, up 11% from the earlier yr. The leader within the premium phase of the world's largest automotive market has a competitive edge and proves the attractiveness of the Audi portfolio.

The Chinese market is likely one of the core pillars of Audi's business mannequin. Audi had entered the market about 30 years ago, which can also be the rationale for its main position right here. Over time, it has targeted more on regionally producing and increasing its analysis and improvement infrastructure in China. It’ll also research know-how and mobility developments in China and integrate them instantly into its merchandise. In the future, Audi intends to sell multiple million automobiles in China every year. China's strategic importance to Audi as a car market has additionally grown for one cause, which is the growing demand for electric automobiles right here. Based on the 2018 annual report, the production of electrical automobiles and hybrids would be the highest in China, adopted by america. By 2022, Audi needs to broaden its native product range to 12 models in China by working with its native companion, FAW. [19659041] Large Vary of Products:

Audi has a wide range of products together with automobiles and SUVs. In accordance with the 2018 Annual Report, Audi produced 1,864,815 28 Audi automobiles in 2018, slightly less than the earlier yr when Audi produced 1,875,784 automobiles. Most automobiles, 491,262 models, have been manufactured on the Audi Group headquarters in Ingolstadt. The number of models manufactured by Audi in 2018 decreased mainly because of the transfer of production of Audi A1 to Martorell (Spain).

The model that produced probably the most automobiles in 2018 was the Audi Q5, adopted by the Audi A4 Sedan and Audi A6 Sedan. Audi produced 298,793 models of the Audi Q5, 244,484 models of the Audi A4 Sedan and 195,270 models of the Audi A6 Sedan. The production of Audi Etron, the first absolutely electrical model, began production in Brussels in the third quarter of 2018 (Audi Annual Report 2018).

Audi provided 1,812,485 models of Audi automobiles in 2018, compared to 1,878,105 models in 2017. Probably the most regularly delivered models have been the Audi Q5, Audi A4 Sedan, Audi A6 Sedan and Audi Q3. The company provided 294,905 models of its Q5 mannequin, 244,707 models of the Audi A4 Sedan, 197,212 models of the Audi A6 Sedan and 170,458 models of the Audi Q3 (Audi Annual Report 2018).

Audi Car Production 2017-18. img src = Audi Annual Report 2018.

The Audi Group's product range additionally consists of the Lamborghini and Ducati manufacturers. The entire variety of Audi automobiles produced in 2018, including the Lamborghini, was 1,871,386 in comparison with 1,879,840 in 2017. Manufacturing of Lamborghini automobiles grew strongly in 2018, compared to 6,571 in 2018 in comparison with 4,056 final yr. In addition to the 28 automobiles, the group additionally manufactures 3 Lamborghini fashions, including Urus, Huracan and Avantador. Manufacturing and gross sales of Urus increased in 2018 in comparison with the previous yr. Audi produced 2565 models of Lamborghini Urusa in 2018, in contrast with 121 the previous yr. Urus was also a serious driver of Lamborghin's progress in 2018, and over 2/three of consumers who bought Urus (Super SUV) ordered the first Lamborghin (Audi Annual Report 2018).

The corporate also manufactures automotive engines.

The manufacturing and supply of Ducati motorcycles (also owned by the Audi Group) decreased in comparison with final yr. Ducati elevated the manufacturing of scramblers and supersports bikes. Manufacturing of other fashions, including Diavel, Monster, Hypermotard and Multistrada, declined. The whole number of motorcycles produced by Ducat or the Audi Group was 53,320 in 2018, compared to 56,743 in 2017. On this means, the Audi Group's product vary is sort of giant, together with premium sedans, sportbacks, roadsters and supercars, SUVs, tremendous sports activities bikes, sports activities cruises and Superbikes (Audi Annual Report 2018).


Over time, whereas Audi's reputation as a premium automotive brand has increased considerably in both the Western and Asian markets, the corporate has also strengthened its brand belongings by specializing in know-how and consumer expertise. It’s the leading premium automotive model in the Chinese market and clients do not solely love the automobiles there because of their fashion but in addition due to their know-how and driver security.

Audi has been capable of strengthen the arrogance of its clients by constantly specializing in high quality and innovation for passenger security. Larger model equity has additionally led to extra sales and quicker progress for Audi. In addition, to offer its clients with one of the best in school services, the corporate frequently examines new applied sciences and tendencies and incorporates them extra quickly.

In recent times, Audi has also targeted on integrity and compliance. This helps the model build a stronger popularity and improve customer belief in its identify. Competitors in the automotive business has increased, and powerful brand image and brand equity have turn into more and more necessary. The higher the extent of belief, the higher the gross sales and returns. So when Audi focuses on profitability, it additionally invests in analysis, innovation and advertising to draw clients and grow its model. Greater buyer comfort and a greater customer expertise additionally strengthen the model's image and help it improve its leverage in all markets.

Audi's mission assertion states:

“We act with willpower, systematicness and every effort – in different phrases, with consistency. That's why our objective is "consistently Audi". The Uts plan persistently has four pillars, which embrace a consistent give attention to buyer satisfaction, a pacesetter in the e-mobility phase, a persistently related and open digital ecosystem, and a persistently sustainable business mannequin. By way of this technique, the model expects to maximise both customer satisfaction and brand equity.

Production and Distribution Community:

Audi has achieved a powerful presence worldwide by way of a big and international production and distribution network. It has manufacturing amenities in 18 places in 13 nations. China is its largest market and has 4 Audi manufacturing sites (3 in operation in 2018) for native production and sales to Chinese language clients. Audin's China branch is situated in Beijing. Audi produces the Audi A4 L, Audi A6 L, Audi A6 L TFSIe and Audi Q5 L in Changchun at its Chinese language companion FAW's 1988 plant. Audi Etron will even begin manufacturing on this website from 2020.

Audi additionally established one other manufacturing facility in Foshan, China in 2013. The manufacturing unit will produce the Audi A3 Sportback, Audi A3 Sedan, Audi Q2L and Q2 L e-tron. The second port of the FAW-Volkswagen joint venture is situated in Tianjin, China's port city. Right here, Audi manufactures efficient 7-speed S-tronic transmissions for the brand new Audi Q3 and other native Audi fashions. It has also manufactured the brand new Audi Q3 in the same manufacturing unit from 2019. The corporate will start manufacturing the Audi Q3 Sportback at this manufacturing unit from 2020. Production on the Qingdao manufacturing unit, established in 2018, will begin in 2020. Audi will start manufacturing the A3 Sedan and A3 sportback right here.

Nevertheless, Audi's largest production facility is in Ingolstadt, Germany, with its headquarters. Audi produces A3, A4, A5 and Q2 strains here. In addition to being Audi's largest production facility, Audi has its headquarters and technical improvement division. There’s one other website in Germany that produces several Audi models, in Neckarsulm, Germany. Different nations the place Audi has production amenities are India, Brazil, Mexico, Algeria, Belgium, Russia, Slovakia, Spain and Hungary.

Audi additionally intends to increase the position of distributors in its business mannequin. Audi has a worldwide network of roughly 5,000 retailers and repair providers. This provides Audi a strategic competitive advantage. In the form of retail and providers, the corporate gives its clients a place where they will bodily experience new know-how and physical providers. As the strategic position of Audi dealerships is altering, the main target of the brand shall be on deeper penetration into the market. The position of shops is increasingly shifting to actual areas of exercise, including digitalisation, e-commerce and mobility providers.

The new agreements that Audi has entered into with its sellers additionally mirror how the position of sellers is altering in its business model and worldwide network.

The Internet is turning into an more and more essential promoting and sales channel, even for the automotive business. Audi also intends to make use of the Web for deeper market penetration and quicker enlargement. Clients can now purchase and finance Audi models on-line 24 hours a day via Audi's e-commerce website, accepted by Audi. Since its launch in Germany, the e-commerce undertaking has expanded internationally. The location also exhibits used automotive history and service history so clients could make informed selections. Conventional clients will still need to attempt the automotive earlier than shopping for, however over time, the Web will turn into the main gross sales channel and through steady innovation, Audi might use this channel for quicker enlargement.

Constant focus of innovation:

Audi's R & D ratio rose to 7.1 per cent in 2018 compared to 6.4 per cent in 2017. Analysis and improvement when it comes to progress was mainly because of the elevated investoinneis automated and autonomous driving and increasing Audi's product vary. electrical and hybrid automobiles. Audi's research and improvement prices additionally increased to EUR 4.18 billion in 2018, in comparison with EUR three.81 billion in 2017. The brand expects to take a position EUR 40 billion in know-how and new product improvement between 2019 and 2023, together with the EUR 14 billion in the three the primary zone. Also in Audi, the number of individuals in R&D increased in 2018 compared to the previous yr. The number of R&D personnel was 14,026 in 2018 in comparison with 13,672 in 2017 (Audi Annual Report 2018).


Diesel Grant Losses:

Diesel Quantity 2015-16, forcing Volkswagen to pay billions in fines, continues to have an effect on VW and Audi in 2018. The topic was found in 2015 and shortly after it was found that Audi and VW had installed a considerable variety of automobiles in the car. The number of automobiles affected by the diesel concern is tens of millions. Each VW and Audi launched a comprehensive inner investigation into the EPA's announcement. Nevertheless, this has continued to have an effect on Audi's operating profit in 2018. In 2018, certain diesel demand gadgets lowered Audi's operating profit by approximately EUR 1,176 million. Audi's complete losses from the diesel challenge in 2015-2018 have been approximately EUR 3.4 billion. All in all, the diesel drawback had a big impression on Audi's working revenue. Several senior VW and Audi officials are still investigating the case.

The car recollects:

Audi has been notably careful about product high quality and emissions and driver security because the Diesel fiasco. The diesel fiasco affected the company financially. Nevertheless, such issues additionally have an effect on the model's popularity. VW and Audi have revamped their enterprise strategy model image because the market was strengthened. Nevertheless, nonetheless in 2018, Audi needed to make a big number of returns. In accordance with shopper stories (August 2019), Audi is recalling 144,092 models for the 2017 and 2018 A4 and A5 models. The problem is said to software and a system that detects a passenger within the entrance seat. In 2018, the brand was pressured to recuperate about 1.2 million automobiles resulting from electrical coolant. Whereas these reminders could also be crucial for passenger security, they will additionally have an effect on customer perceptions of the brand and injury product picture and property.

Legal Issues:

Audi is dealing with a big amount of legal issues due to the diesel situation. Not solely within the US, but in addition within the EU, a number of investigations have been launched towards VW and Audi officials. Although the company has succeeded in stopping a number of of these investigations, it’s nonetheless affected by the problem. Legal points appear to haunt Audi from 2015. Another authorized situation that affected Audi in 2018 was an anti-competitive attempt towards it and a number of other different Volkswagen Group manufacturers. In accordance with this lawsuit, filed by plaintiffs in numerous US legal professionals, a number of VW brands had been conspiring to boost prices for German luxury automobiles because the 1990s. The European Commission opened the case in September 2018. In consequence, Audi has targeted on compliance worldwide and investing within the coaching of its staff. The authorized situation impacts the operation and core of the company. Growing compliance costs will improve working costs and can also cause operational problems.


Electric Operation:

Electronic mobility is considered one of Audi's research and improvement focus areas. The marketplace for electrical automobiles is growing rapidly. Audi doesn’t need to miss this opportunity. It already released its first absolutely electrical mannequin, Etron, in 2018. The company plans to significantly broaden the range of electrical automobiles and hybrids in the close to future. It can invest billions of euros in advanced analysis on this area and in growing the variety of hybrid and electrical fashions. In addition to Audi, rivals, together with BMW, have additionally launched several hybrids and all-electric automotive fashions. Tesla, the market leader in electrical automobiles, is already in intense competitors. Increasingly individuals all over the world at the moment are occupied with electrical automobiles due to their zero environmental impression. Audin Etron has acquired an enthusiastic response in key markets. With the expansion in demand for environmentally friendly and 0 emission automobiles around the globe, the corporate might considerably improve its income in the future by investing in this area.

Autonomous Driving:

All leading automotive brands are investing closely in autonomous driving. Know-how opportunities result in a new era within the automotive business. Between 2019 and the top of 2023, Audi intends to take a position € 14 billion in areas that embrace autonomous driving, e-mobility and digital providers. In addition, the corporate is working with other brands to accelerate research and production in these areas. Volkswagen has partnered with Ford in both electronic and autonomous driving. Both brands are investing in Argo AI to convey self-driving automobiles to the market. They’ve the same stake in Argo Ai and collectively own a big majority of the enterprise. Volkswagen invests $ 2.6 billion in Argo AI. Each brands see large progress potential in autonomous driving know-how and related areas. Argo AI is working intently with Ford and Volkswagen to deliver the autonomous driving know-how that the 2 should deliver to completely built-in self-driving automobiles. This can be a worthwhile joint investment for Ford and Volkswagen, and while competitors for efficient self-driving automobiles is on the rise day-after-day, corporations are capable of achieve a important source of competitive advantage from their three way partnership.

Digital Advertising and Shopper Engagement:

Another crucial investment area that can help Volkswagen and Audi find quicker progress and maximize buyer satisfaction is digital know-how. This is likely one of the main R&D areas the place Audi plans to take a position billions over the subsequent three or 4 years. Digitalisation also helps to increase buyer comfort and provide an awesome buyer experience. In addition to advertising and buyer engagement, the brand can also be growing using digital applied sciences in production, supply chain management and worker engagement. In the subject of schooling, Audi has already introduced digital technologies to offer a greater learning expertise for its staff or sellers.

Nevertheless, digital know-how is a promising area and Audi is investing to offer its clients with a seamless experience that fits into their digital lives. It seeks to build a enterprise mannequin where, naturally, Audi products might be integrated into the digital lifetime of Audi drivers. The level of digital know-how for Audi cabs may even be larger, making each audio a singular experience. Individuals are dwelling nearer lives in a extremely digitalized world. Investing in digitalisation and utilizing digital know-how to attract clients additionally helps the company to develop buyer loyalty and market share.


The automotive business has grown to a difficult part after growing at a powerful price through the years. Demand for zero emission automobiles is rising. As well as, there are different technical modifications and regulatory challenges that make the surroundings challenging for automotive brands. Sustaining progress and shifting into new areas is greatest carried out by working with different manufacturers. A number of major automotive manufacturers are already partnering with one another in mobility providers, self-driving and electrical energy, for instance. Such partnerships are worthwhile as a result of the manufacturers involved mix expertise and assets to assist speed up research and innovation and deliver better results. The Volkswagen Group has already cooperated with Ford. This helps the manufacturers improve the production capacity of electrical automobiles and autonomous driving. Extra such partnerships might help Audi increase its international network and gross sales quicker.


Robust Competitors:

Competitors in the automotive business has grown fierce and even in the premium phase there are numerous manufacturers struggling for market share. Audi is the world chief in the premium automotive phase. Nevertheless, competitors between different manufacturers, including BMW, is fiercer than ever. Tesla's speedy progress within the premium automotive phase additionally poses a troublesome challenge for Audi. With elevated competitors, Audi's working prices have additionally elevated as the brand invests more in R&D and advertising. As well as, in an effort to keep its leading position in the Chinese language market, it should additionally research the newest developments and technological modifications and incorporate them extra rapidly into its merchandise. On this approach, larger aggressive strain increases Audi's driving costs. Elevated competitors additionally poses different related challenges, including difficulties in accessing new markets and international enlargement.

Regulatory strain:

Regulatory pressures within the automotive business also make the business setting challenging for automotive brands. Volkswagen and Audi have already gone by means of a troublesome part following a diesel crash. Some elements of the world have stricter rules and laws than others. Within the Western market particularly, Audi needs to be extra cautious in complying and in any other case risking a huge loss within the type of fines, as has happened in the last two to 3 years. Growing regulatory pressures will even improve the working costs of automotive corporations. Audi has a robust give attention to worldwide compliance in all markets the place it operates. In addition to training staff to comply with the principles, it additionally offers assets to help them pursue their grievances in any firm. Trade wars and higher tariffs between the USA and China have additionally made the state of affairs tougher for automotive corporations. Each China and america are necessary markets for Audi, particularly China, which accounts for a really giant share of sales and revenue. Regulatory pressures can even hamper enlargement and progress plans.

Growing Labor and Uncooked Materials Costs:

Labor and uncooked materials costs have been rising in recent times, which has elevated working costs. automotive producers. The worth of merchandise bought to Audi has remained unchanged in 2017 and 2018 at virtually EUR 50 billion. Nevertheless, the brand's operating revenue fell to EUR 3.53 billion from EUR 4.67 billion in 2017. Personnel prices and uncooked materials costs additionally elevated barely from 2017 to 2018. Gross profit for the model also decreased from EUR 9.7 billion to EUR 9.1 billion. . Nevertheless, as competitors in the automotive business will increase, it is even essential for automotive corporations to spend money on top quality raw materials and personnel.


Audi's position within the Chinese language automotive market has continued to strengthen through the years. The brand has expanded its range of native fashions in recent times. China's progress on the planet's largest automotive market has confirmed to be worthwhile for Audi. It is Audi's core market and pillar of its business model. Audi has maintained its leading place in the Chinese language market by investing in native production and R&D. In addition, technological modifications have led to speedy progress in the Chinese language automotive business.

Nevertheless, the automotive business has entered a challenging part in 2019. Demand for zero-emission electrical automobiles is rising, and Audi plans to take a position a big quantity on this sector to develop its electric model product. In 2018, it released its first absolutely electric model, the Etron. It additionally made a number of strategic modifications to its business model in 2018 and additional increased its investment in technological innovation. Its partnership with Ford within the subject of autonomous driving and electrical automobiles can also be expected to deliver good outcomes for each manufacturers. The consequences of the 2015 diesel award have been nonetheless felt by Audi in 2018. Growing regulatory pressures have pressured Audi to take a position more in compliance and passenger security. Despite all these challenges, its performance has remained secure over the previous several years, except a slight decline in 2018, mainly because of modifications within the brand's business mannequin. Gross sales of Lamborghini elevated significantly in 2018. Its Urus Tremendous SUV was extremely in style. The Audi Group intends to broaden the extent of cooperation inside the Group. All in all, Audi is getting ready for the difficult part ahead of the automotive business. Based mostly on funding in R&D, the brand is prepared for aggressive progress sooner or later and China will turn out to be its progress engine.

Audi Annual Report 2018.
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