Audi has announced that it is to restructure its vehicle development in line with matrix organization principles, with a “new collaboration model for product line management, technical development and associated interfaces”.
To achieve a clear separation of strategy, management and implementation in its new vehicle development structure, the auto maker will bundle portfolio and product strategy in a unit that reports directly to the chairman of the board of management.
Entrepreneurial responsibility and management of vehicle development will be assumed by the operational product lines. In the future, this will also include direct access to all business-relevant topics and greater scope for decision making.
Technical development will be responsible for the development work and the vehicles’ features, systems and functions. It will also have an increased ability to act concerning the specification, design and integration of software and electrical/electronic platforms.
The aim of the matrix organization and technical development transformation projects is to focus development, decision making and management structures, thereby accelerating the development process at Audi.
“Vorsprung durch Technik and strength in innovation are two fundamental pillars of our product promise. To continue living up to our claim, we must make Audi fit for the future again,” said Gernot Döllner, chairman of the board of management of Audi.
“After all, the past few months have shown that the automotive industry is facing major challenges. Vehicle development is therefore only the first step. We must and will make Audi more efficient, more competitive and more resilient for the future.”
The new organizational development guidelines will be applied across all divisions. The target vision is flat hierarchies and broad organizational structures, a reduction of interfaces, streamlining of committees, and the dedicated linking of responsibility and decision making to defined roles.
The launch of the new collaboration model is planned for the beginning of 2025.
