Audi has announced a restructured approach to product development, aiming to enhance efficiency and decision-making within the organization. During an internal meeting, CEO Gernot Döllner introduced a new ‘collaboration model’ that emphasizes flat hierarchies and streamlined processes, set to take effect at the start of 2025.
The new structure will separate strategy, management, and implementation, with portfolio and product strategy reporting directly to Döllner and led by Christiane Zorn. This shift, influenced by the successful model series principle used by Porsche, will empower model series managers with greater authority and responsibility for their projects, allowing for more direct access to business matters.
Audi has indicated that approximately 10,000 employees will be affected by this transition. The new model aims to enable teams to operate as “companies within the company,” accelerating development by eliminating bureaucratic layers. Döllner noted the importance of this initiative, stating that it marks a pivotal phase for the company, which has faced significant challenges in recent years, including delayed model launches and management turnover in technical development.
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