Audi to inject £2.4 billion into vehicles and digital services

Audi to inject £2.4 billion into vehicles and digital services

German automotive manufacturer Audi is planning to inject £2.4 billion into its vehicles and digital services by the end of 2016.

The marque is reportedly planning to introduce 20 new or significantly upgrading cars by the end of the year. The rollout will include the new S4 saloon, an upgraded A3 hatchback and a revamp of the quattro diesel plug-in hybrid Q7 e-tron. Audi has also predicted that the autonomous driving revolution will begin in the year 2025.

High on Audi’s list of improvements is the digitisation of its vehicles and services, as was revealed at the company’s annual meeting that took place in Ingolstadt earlier in May 2016. This has led to much speculation within the industry about Audi plans to do with the cash injection. Many analysts believe this will involve offering customers online service booking and more digital facilities.

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Axel Strotbek, a board member for finance and organisation of Audi AG, told the audience gathered in Ingolstadt: “Customers can experience digital technologies in our cars, as well as through our services — in the form of significantly enhanced comfort, safety and service. This is an essential requirement that we must fulfil if we are to continue to delight customers with our premium automobiles in the future.

“Technologies for digitisation are therefore an area of focus for our investment measures. The digital transformation is changing our entire environment and therefore also existing business models.”