Audi’s boss talks local production, wagons, and maybe a new R8 supercar

MUNICH—The automotive industry has witnessed a significant shift in recent years, moving away from the concept of a one-size-fits-all global vehicle. In the wake of the pandemic and ongoing global tensions, Audi is adapting its strategies to meet the evolving demands of different markets. Audi AG's CEO, Gernot Döllner, emphasized the importance of flexibility in a global context. One notable example is the upcoming Q9 model, designed with American consumers in mind. Döllner revealed that this vehicle will prioritize U.S. market requirements during its development phase. "For the first time, we’re launching the Q9 in the U.S. before introducing it globally," he stated. This approach signifies a departure from traditional practices where European launches often precede those in the U.S. The Q9 promises to include features tailored for American preferences, such as enhanced storage options for larger insulated mugs, reflecting a keen understanding of local consumer habits. Döllner also highlighted the importance of customer feedback, noting that adjustments have been made based on insights from JD Power surveys. Changes include redesigned door panels and improved seating configurations, all aimed at enhancing the customer experience. With a commitment to aligning European and American product strategies, Audi plans to listen more closely to the needs of U.S. customers. Döllner acknowledged the challenges of creating products that resonate equally in both markets but expressed confidence in Audi's ability to navigate these complexities. This customer-centric approach marks a pivotal shift in Audi's operational philosophy, ensuring that they remain competitive in a rapidly changing automotive landscape.