Gernot Döllner Says Audi Entered a “New Chapter” in 2025

[Source: Audi]

At its annual media conference, Audi leadership outlined the company’s performance in 2025 and its strategy for the rest of the decade. CEO Gernot Döllner and CFO Jürgen Rittersberger emphasized that the past year marked the beginning of a major transformation for the German luxury automaker as it works to strengthen its global position.

Döllner described 2025 as the start of a “new path” for Audi, highlighting a refreshed design philosophy, new model initiatives, and preparations for the brand’s upcoming entry into Formula One. The company is also expanding its presence in key markets, particularly Europe, the United States, and China, as it pursues ambitious but achievable growth targets through 2030.

Evolving Lineup

One of the most important elements of Audi’s strategy is its evolving product lineup. Döllner confirmed that the upcoming Audi Q9 will serve as the flagship SUV for the U.S. market, helping the brand compete more aggressively in the lucrative large luxury SUV segment. Meanwhile, the all-electric Audi A2 e‑tron is scheduled to arrive in fall 2026, offering a highly efficient and more accessible entry point into electric mobility for customers.

Audi is also deepening its technological partnerships. The company plans to launch its first vehicle built on a new electrical architecture developed through a joint venture between the Volkswagen Group and Rivian. Known as RV Tech, the collaboration is expected to deliver advanced software and electronics systems beginning in 2028.

Industry Challenges

Döllner also addressed the broader challenges facing Germany’s automotive industry. He noted that technological innovation is currently being driven primarily by the United States and China, and stressed that both Germany and Europe must refocus on customer-focused innovation to remain competitive globally.

From a financial perspective, Rittersberger acknowledged that Audi faced a difficult economic and geopolitical environment throughout 2025. Despite these challenges, the company delivered solid financial results while implementing a new corporate strategy and continuing its restructuring efforts. The goal is to make Audi leaner, more efficient, and more competitive in a rapidly changing automotive market.

Looking Ahead

Looking ahead, Audi plans to streamline operations, simplify processes, and reduce complexity across the company. Rittersberger said these efforts are aimed at strengthening Audi’s market position while improving profitability over the long term.

Together, Audi’s leadership believes these steps will put the brand back on a clear path toward sustainable growth. By focusing on new products, stronger partnerships, and operational efficiency, the company is positioning itself for the next chapter of the global automotive industry.