Audi is undertaking a significant restructuring of its vehicle development divisions, introducing a new “collaboration model” to streamline processes and maintain flat hierarchies. The move aims to enhance decision-making efficiency and adapt the company’s product development for future challenges. Audi CEO Gernot Döllner and his project team recently presented the new structure to employees.
Audi explained the rationale in a press release, stating that the goal is to “focus development, decision-making, and management structures” to accelerate the overall development process. The restructuring will see a clear separation of strategy, management, and implementation, with product and portfolio strategy reporting directly to Döllner. Christiane Zorn will head this unit. The company emphasized that the new model will reduce interfaces, streamline committees, and better link decision-making with defined roles.
The new structure will come into effect at the beginning of 2025, with the introduction of model series managers who will be given more responsibility and “direct access to all business-relevant topics.” These managers will oversee specific model series from development through to final product, operating with their own budgets and purchasing authority. This approach is expected to eliminate hierarchical levels and speed up development processes. Audi’s restructuring echoes Porsche’s long-standing model series principle, first introduced in 1999.
CEO Döllner acknowledged the significant progress made since the restructuring initiative began last fall, noting, “We have already achieved a lot since last fall as part of the Audi Agenda.” He added, “Vehicle development is only the first step,” hinting at further reorganization within the company. Audi’s Technical Development division has faced challenges in recent years, with delayed launches like the Q6 e-tron and frequent management changes, including the departure of CTO Oliver Hoffmann earlier this year.
