Audi Says Markets Are Too Different for a 'Global Car' to Work
Key takeaways
- Audi and AUDI, its Chinese spinoff brand, are heading in different directions to remain competitive across contrasting market trends.
- Audi Audi's chief technical officer, Rouven Mohr, said it's not possible to build a car that satisfies everyone in today's market in an interview with Go Auto.
- See all results for used Audi for sale near t2v 1z4
Why this matters: an automotive development that could shape industry direction or buying decisions.
Audi and AUDI, its Chinese spinoff brand, are heading in different directions to remain competitive across contrasting market trends.
Audi Audi's chief technical officer, Rouven Mohr, said it's not possible to build a car that satisfies everyone in today's market in an interview with Go Auto. As a result, Audi and AUDI, the automaker's Chinese spinoff, will split focus into their respective markets. Audi's European and North American cars will likely feature fewer screens and more buttons, while AUDI's Chinese cars will aim to stay competitive in China's tech-heavy market.Audi and AUDI are drifting further apart in a savvy decision to stop trying to build a "global car." Audi's chief technical officer, Rouven Mohr, told Australian outlet GoAuto that the battle between screens and buttons is to blame. Market research has found that while the Chinese market values screens and AI tech, European and North American markets favor tactile buttons. Mohr said the difference between the two tastes is too vast to find a compromise.
See all results for used Audi for sale near t2v 1z4