Audi case: Sustainable processes in vehicle manufacturing

Audi is not just a well-known car brand; it's synonymous with high-end vehicles that enjoy great prestige among the most popular automakers in the market, such as Lamborghini, Ferrari, Rolls Royce, and Mercedes Benz, among others. Originating from Germany, Audi manufactures elegant and compact models for consumers who seek to combine quality with design, and since 1965, it has been part of the Volkswagen Group.

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The company is headquartered in Ingolstadt, Germany, and its logo, composed of four interlinked rings, represents the merger of four car manufacturers: Audi, DKW, Horch, and Wanderer, which formed Auto Union in 1932. The brand is especially recognized for its technological innovation, elegant design, and high performance.

Audi offers a wide range of vehicles, from compact cars to luxury SUVs and high-performance sports cars. Some of its most popular models include the Audi A3, A4, A6, Q5, and the sporty R8. In this new case study, we tell the story of Audi and analyze how the brand has integrated eco-friendly practices into its vehicle manufacturing. Discover the Audi case.

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Audi history: Strength in unity

Audi originated in Germany when August Horch founded A. Horch & Cie. in 1899. After leaving this company in 1909 due to internal differences, Horch founded a new company. However, he couldn't use his own name for legal reasons, so he had to translate his surname into Latin, resulting in Audi. In 1932, Audi merged with DKW, Horch, and Wanderer to form Auto Union AG.

The symbol of Audi's four interlinked rings represents this union. Each brand focused on manufacturing different types of vehicles: Audi in luxury cars, DKW in small cars, Horch in high-end cars, and Wanderer in mid-sized cars. After World War II, Auto Union AG was dismantled, and the headquarters moved from Saxony to Ingolstadt, in the Allied-occupied zone.

In 1949, Auto Union GmbH was founded in Ingolstadt, starting production with small vehicles and motorcycles. In 1965, Volkswagen acquired a majority stake in Auto Union and reinvented the Audi brand with the Audi F103 model. This move marked the resurgence of the brand following Volkswagen's acquisition.

In the 1970s, Audi introduced front-wheel drive in its vehicles, reaffirming its strong interest in innovation. In 1980, the Audi Quattro revolutionized the automotive world with its four-wheel drive, becoming a success both in the market and in rallying. Thus, Audi continued to expand in the 1990s by incorporating technologies like aluminum bodies (Audi A8) and advanced driver assistance systems.

In recent decades, Audi has maintained its focus on technological innovation and sustainability. Models like the Audi A6 and Audi A3 gained significant popularity, while the brand has led the adoption of hybrid and electric technologies with models like the Audi e-tron. Additionally, Audi has developed advanced safety and connectivity technologies, becoming a pioneer in autonomous driving systems and virtual assistants.

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Eco-friendly practices in Audi vehicle manufacturing

Joining the sustainable initiatives of many other organizations, Audi has also embraced ESG criteria to develop environmentally friendly vehicles and business practices. In this context, and similar to other automakers like Nissan, Audi has committed to the trend of electric mobility, aiming to offer 30 electrified models by 2025, 20 of which will be fully electric.

However, the brand continues to produce traditional engines, using mild hybrid propulsion systems and a 48-volt power source. As early as 2019, Audi introduced the new key profitability indicator to measure the final impact of new vehicles on average carbon dioxide emissions, which should ensure a gradual reduction of Audi's carbon footprint by approximately 30% by 2025.

The company aims for all its manufacturing plants to be carbon-neutral by next year. But this is part of a much more ambitious long-term goal to achieve a balance of zero gas emissions across the entire organization. By progressively incorporating electric vehicle models, this goal is achievable, generating a positive environmental change and raising awareness of the need for more responsible consumption to ensure the planet's habitability for longer.

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Final words

The Audi case is one of the most notable examples of automotive companies that have endured over the years, maintaining the high quality and brand prestige it is known for. Its sports and high-performance models have elevated the brand for decades, and with the creation of electric vehicles and sustainable practices, Audi is part of the trend of sustainable companies.

Today, there are few people worldwide who do not recognize the importance of this German brand, whose iconic interlinked rings logo has become a hallmark of luxury cars that turn heads.