Audi Charts Flexible Future: Internal Combustion Lives On Amid EV Push and Global Strategy

As previewed in the recently-revealed Audi Concept C, the brand is entering a new chapter—defined by strategic restructuring, dual technology development, and a sharpened focus on international markets. In a recent interview with Frankfurter Allgemeine Zeitung (FAZ), CEO Gernot Döllner outlined how the company is aligning itself for long-term success amid industry transformation.

“When I came to Audi two years ago, we developed the Audi Agenda as part of the management team to bring the company forward again,” says Döllner. Within two years, Audi wants to bring more than 20 new models to the market. At the end of 2025, the brand should have the latest portfolio in premium competition.

One key component of the restructuring is a leaner management structure. As part of broader operational changes, Audi is also planning socially-acceptable job reductions and preparing to close its Brussels plant. Simultaneously, the company is evaluating options for a new production facility in the United States.

“This consideration is part of our strategy, and we will now prepare the decision on it in the fall,” Döllner said.

Dual Strategy for China

In China, Audi is deploying a dual approach by complementing its parent brand with a new sub-brand specifically tailored to the local market. “In addition to the parent brand, the company brings with the word brand ‘AUDI’ a second line especially for the market.” The first model, the E5 Sportback, starts there with an entry-level price of less than 30,000 EUR.

“The first reactions are very promising,” says Döllner.

Audi is also working to shorten vehicle development times at its headquarters in Ingolstadt. The Audi Concept C is further expected to demonstrate this acceleration.

A Balanced View on Electrification

With regard to electromobility, Döllner referred to the milestones set four years ago with the e-tron GT and 800-volt technology. Current models such as A6 e-tron and Q6 e-tron could charge their batteries to 80 percent in about 20 minutes. With the successor to the A8, he hinted at flexible drives: “The most important market for the A8 is China, where the electric drive fits. In the USA, we are well advised to let the customers decide.”

At the same time, Audi continues to rely on combustion engines. “We have extended the runtimes of our internal combustion engines. In parallel with our new E-models, we have just introduced a completely new generation of our most important four- and six-cylinder engines to the market.”

Döllner rejects a quick combustion engine end, stressing the importance of planning security: “In the long rand, the electric drive will prevail as an automotive technology. But the pace is more unpredictable than ever.”

A Strategy Built on Flexibility

Audi’s approach is grounded in flexibility, regional adaptation, and technological pluralism. By retaining internal combustion offerings while expanding its EV portfolio, restructuring management, and exploring global manufacturing opportunities, Audi is positioning itself to lead through change—rather than being driven by it.

According to Döllner, Audi is not betting everything on a single powertrain or policy direction. The road ahead is electric—but with room for combustion.