Amid Struggle, Audi Forms New Unit to Achieve Strategic Goals

The German automaker based out of Ingolstadt, Germany has been struggling in recent months, with declining profits, lackluster sales, and the bankruptcy of some key suppliers. The Audi board is implementing a "series of extensive changes" in order to confront the intensified economic conditions and heightened competitive pressure that global automakers are facing.

According to an Audi press release, “We are driving forward this realignment of Audi with the Audi Agenda, and in doing so are preparing the company for the future. In this next step, we are consolidating central functions in the new department ‘Transformation, Consulting, and Organization.’ This will help us to further accelerate implementation of the course we have set,” said Audi CEO Gernot Döllner.

In the Audi Agenda, the Board of Management has defined a clear vision for the company. In pursuit of that vision, the organization is focusing more intensely on products and customer needs. Over the past 18 months, Audi has already taken several measures to strengthen profitability and innovation and become faster, for example by significantly streamlining committees and by introducing the matrix organization as a company-wide model for collaboration.

After starting with organizational changes and a revamp to the various Audi models, the reorganization of other areas is already underway. The overarching goal is to accelerate decision-making and strengthen the company’s innovative power with a strong focus on customer needs.

To ensure a successful, comprehensive corporate transformation, Audi is bundling all key management functions for the realignment in the new department “Transformation, Consulting, and Organization” with effect from March 1, 2025.

Borrowing from Big Tech

Heading this new transformational unit is Yvonne Bettkober, who brings with her more than 20 years of international management experience. Gernot Döllner stated: “With Yvonne Bettkober, we are gaining a manager who is as adept as she is experienced. With her background in the international technology and digital industry, she will add valuable perspectives that we need right now in the transformation of Audi.” Bettkober has worked for companies such as Microsoft and Amazon Web Services, among others. Most recently, she was responsible for the worldwide organizational development and transformation of Volkswagen AG and its software subsidiary CARIAD.