by Xinhua writer Li Hanlin
MUNICH, Germany, Sept. 9 (Xinhua) -- China remains Audi's biggest and most dynamic market, playing a central role in the company's electric vehicle strategy and ongoing transformation, Audi CEO Gernot Doellner said in an interview with Xinhua on Tuesday at the IAA Mobility in Munich.
Global economic shifts and intensified competition are challenging the automotive industry, Doellner noted. He said Audi is responding with both innovation and its traditional strengths.
This year, Audi remains committed to its renewal path, rejuvenating its lineup with new models while strengthening its presence in core markets, particularly China and North America, Doellner said.
He outlined two priorities for Audi's development. First, the company is finalizing its all-electric portfolio, which will become the youngest in the premium segment by year's end. Central to this push is the new PPE (Premium platform electric) platform, featuring 800-volt technology and ultra-fast charging. Secondly, Audi is introducing a new design language centered on clarity, first showcased in the Audi Concept C.
Doellner compared Audi's transformation to leopard -- "fast and agile." The company has undergone sweeping changes over the past 18 months, from technological innovation to organizational upgrades, with China driving much of this shift, he added.
Explaining why Audi chose China as the production base for its PPE-based model, Doellner highlighted China's strategic importance. "Our clear 'in China, for China' strategy made it natural to bring the PPE platform there. Together with (China) FAW (Group Co.), we launched the first PPE-based cars in Changchun in August, with more to follow this year."
He praised the pioneering spirit of the Chinese market, highlighting its speed of development and innovation. "We are happy to be part of this dynamic development," he said.
Doellner underscored his close ties with China, noting that he visited the country eight times last year and twice so far this year.
On partnerships, Doellner emphasized cooperation with FAW and SAIC Motor, another Chinese auto company, as well as collaboration with Chinese technology firms. Audi maintains an R&D center in Beijing and is deepening its "in China, for China" approach. At this year's Shanghai Motor Show, Audi unveiled five world premieres with market-specific features. Working with Huawei, it became the first global premium brand to introduce advanced driving assistance systems to the combustion-engine segment.
These steps allow Audi to combine local insights with global technology, strengthening the company's competitiveness worldwide, he said.
Doellner expressed optimism about the future, saying China will remain a driving force in innovation and mobility. He noted that high-tech production, strategic partnerships, and local expertise enable Audi to blend Chinese innovation with German engineering, underscoring the growing interconnectedness in global electric vehicle development.
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