09 10 201512 Digital services will play an important role in cars Here fast innovation cycles will be just as important as the customer s digital experience What is Audi determined to do for the customer in coming years Stay tuned We have plenty of new ideas Our role is to unbur den the customer during driving reduce stress and give him new valuable time in his car that he can use for example to communicate with the world outside With Audi on demand you have launched a pilot project in the US that is a kind of premium car sharing Why this approach Doesn t normal car sharing such as Daimler s car2go make sense An Audi customer rightly expects a premium experience from us That is why we are proceeding down a different path than our competitors with five different mobility services that we are currently piloting Here the customer can decide himself which model he would like to drive or with whom he would like to share the cost In addition our focus is always on a healthier business case In China you are working with Baidu CarLife and Huawei How do these partnerships differ from projects with Google Android Auto and Apple CarPlay The collaboration with Baidu is making it possible for us to offer services to the Chinese market that are available to us Huawei is a technology partner for online services and thus an enabler for data transfer Jack Ma of Alibaba is planning a new commercial plat form for cars in China the US and Europe It includes purchases sales financing With your Tmall you are testing sales over the Internet Will classic automotive retail suffer the same fate as department or video stores in the medium term No The dealership will remain the backbone of our business with its expertise and proximity to the customer An automobile is a highly complex product and there is a series of services that only a dealer can render Even the orders that customers in Chi na were able to place for special editions of the Audi TT on Tmall were tied to conventional dealer operations In conclusion VW Group CEO Martin Winterkorn said the networked world should not be left to Apple Google and the like without a struggle How can you prevent that By building up your own expertise We have a high degree of proprietary knowledge in electronics development and espe cially in the integration of the Internet into the automobile and we are continuously expanding it We are naturally work ing with experts in selected fields The growing trend toward networking and the increasing importance of electric drive is attracting the attention of new players That is making the issue really exciting But long term success in this business depends on very extensive know how in every area of the automobile for example its engine chassis design or even interior and naturally the operating interface and network functions Only those mastering all of these various facets perfectly and equally effectively qualify as strong brands and can continue to excite demanding customers in the premium segment Interview by Hilmar Dunker Photos Audi Our role is to unburden the customer during driving Rupert Stadler has been CEO of Audi since 2007 Stadler studied business management and started his career at the Philips electronics group He joined Audi in 1990 and held several controlling functions before moving to Spain in 1994 for Audi and its parent Volks wagen From 1997 he was head of the VW Group s Board of Management Office and from 2002 he also took charge of product planning From 2003 until he became Audi CEO he served as the brand s CFO C M Y CM MY CY CMY K reklama do automotive IT ok 2 druk copy pdf 1 03 06 15 14 38 INTERVIEW

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