Audi CTO Declares the End of the Global Car Era

[Strategic Shift] Audi CTO Rowan Moore explicitly stated, 'The global car is dead,' signaling a future focused on developing differentiated products tailored to specific markets.

Strategic Foundation: Divergent U.S.-China Demand Forces Product Differentiation

Chinese customers favor a 'smartphone on wheels,' prioritizing intelligent cockpits and advanced driver-assistance systems, whereas European consumers still prefer physical buttons and tactile controls, showing low acceptance of full-screen cockpit designs. A single vehicle model can no longer satisfy both ends of this spectrum.

Key Data: New Brand Takes Priority Over the Four Rings

By the end of 2024, Audi partnered with SAIC to launch a new AUDI-lettered brand exclusively for China, whose strategic importance has surpassed that of the iconic four-ring badge—a symbol with over 90 years of history. Audi established a local 'Project Center' in China, with new vehicle development reporting directly to the board, accelerating timelines to match 'China speed.'

Industry Impact: First Among BBA to Publicly Abandon Global Car Strategy

Audi has become the first among BBA (BMW, Benz, Audi) to openly abandon the strategy of globally unified vehicle platforms, marking a deepening phase in localized competition among multinational automakers.