It is a time of change in the automotive sector. Amid the turbulence of a digitisation revolution, the growing salience of environmentalism and the urgency of the climate crisis, and – of course – a global pandemic, the world is also undergoing an ever-faster transition from internal combustion engines to electric vehicles (EVs). But how are car manufacturers preparing for – and driving forward – that irresistible change? And how do they see their role evolving as we move from a car-centred paradigm to a mobility-centred one?
Audi, the iconic car brand, can build on its 110 years of excellence to come to grips with those questions. In this WIRED virtual briefing, Audi’s head of brand Henrik Wenders joins executive editor Jeremy White to discuss how the company will complete its transformation over the next decade into a future-oriented mobility provider, harnessing its technology and know-how to put sustainability at its core – and achieve carbon-neutrality on balance by 2050.
Audi is naturally well-placed to spearhead this journey. The brand already has five EVs and 17 hybrid electrified models in its portfolio, and aims to significantly increase the number of electrically powered models by 2025, alongside its mobility-on-demand strategy. That is partly a natural response to the desire of its audience – for the most part, a globally-minded and environmentally-aware crowd.
But Audi is also aiming at making this mindset of value-driven mobility much more widespread through joining events such as the sustainability-focused Greentech Festival and by building connections with like-minded brands and people. As Wenders put it: “The more we are creators of the future, the greater our impact will be.”
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This article was originally published by WIRED UK
