Audi’s development division is set for a significant restructuring as CEO Gernot Döllner seeks to implement the “model series principle,” a strategy aimed at expediting the transition from design to production for new vehicles. This initiative could enable the automaker to bring new cars to market more swiftly.
The “model series principle” focuses on consolidating the development of vehicles that share substantial similarities. For Audi, this would involve grouping models like the A6, A7, and A8, all of which are luxury offerings, as well as the A3 and A4, which are compact vehicles. Each product group will be assigned a dedicated manager responsible for overseeing the vehicle’s development through to its completion.
By reducing hierarchical layers within the organization, Döllner aims to enhance efficiency in the development process, an area identified as needing improvement. The launch of the Q6 e-tron, for instance, was delayed significantly due to software issues during its development phase. The Handelsblatt noted that “problems in technical development are increasingly jeopardising the car manufacturer’s brand promise (‘Vorsprung durch Technik’) and have already cost Döllner’s predecessor Markus Duesmann his job.”
Recently, Audi has seen notable departures within its leadership. Oliver Hoffmann was removed from his role as Board Member for Development in February, with Döllner assuming this responsibility. Additionally, Marcus Keith, a key figure in Audi’s development team who oversaw interior design, infotainment, and connectivity, has also exited the company. Hildegard Wortmann, who served as Audi’s Board Member for Sales, has resigned as well. In a move to bolster innovation, Geoffrey Bouqout, formerly Chief Technology Officer at French supplier Valeo, has been appointed as the new Board Member for Innovation and Software-Defined Vehicles.
The adoption of the “model series principle” at Audi draws inspiration from its sister company, Porsche, where Döllner managed the Panamera model series from 2011 to 2018. Volkswagen, Audi’s parent company, also embraced this approach in recent years, while competitor BMW utilizes a similar strategy to enhance its vehicle development processes.
Source: handelsblatt.com
