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Audi is scaling back its electric vehicle ambitions to avoid burdening factories and dealers with the brand's slowdown in EV sales. The aim of this initiative is to increase the return on sales of the current Audi brand.
Volkswagen CEO Gernot Doellner said that the slowdown in electric vehicles is good for Audi, because Audi is still focused on launching gasoline vehicles, of course, this does not mean that there is resistance to electric vehicles, but it needs a process.
These months have been difficult for Audi as Audi has not lived up to its potential, with the Volkswagen CEO hoping to improve Audi's return on operations from 9 percent to 13 percent, while the Volkswagen Group has announced a new cost-cutting program aimed at saving 10 billion euros by 2026, including massive layoffs, with a target of 6Return on sales of 5%, up from 36%。
Rivals Mercedes-Benz and BMW are working on the next generation of electric vehicles, and Audi still needs to aggressively push for new electric vehicles, as the current lineup looks old. Audi's future premium electric vehicles will be built on the PPE platform, but the launch of the new car has been delayed due to software issues with Volkswagen software company Cariad. The upcoming Audi Q6 e-tron is one of those models that has been delayed, and it is planned to roll off the assembly line in 2024.
Audi had planned to launch 20 new models by 2026, 10 of which will be electric. Now, Audi will focus on gasoline and plug-in hybrid vehicles, and will adopt a flexible strategy for the promotion of electric vehicles.
This week, the top executives of the Volkswagen Group gathered in Berlin to discuss how to make the underperforming Volkswagen brand more profitable and how to stop the decline in the Chinese market.