Audi CEO Gernot Döllner announced a shift from the 'global car' strategy to a more localized approach, with the new Q9 SUV being developed primarily for the US market before global release. The company is focusing on regional preferences, such as larger cup holders and dedicated switches, while maintaining its global brand identity. This strategy responds to post-COVID supply chain challenges and changing global trade dynamics.
Background
The automotive industry has traditionally pursued a 'world car' strategy to maximize efficiency through global standardization, but recent global disruptions have forced manufacturers to reconsider this approach. Audi's new strategy reflects a broader industry trend toward regional customization while maintaining global brand consistency.
- Source
- Ars Technica
- Published
- May 26, 2026 at 10:21 PM
- Score
- 5.0 / 10