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Audi is accelerating its electrification road map and company-wide decarbonisation in preparation for changing consumer values.
11 Oct 2019 | International News : Germany
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Audi is transforming into a provider of electric mobility - a process that involves all areas of the company.
The firm is reserving up to 50% of its marketing budget for topics relating to electric mobility, providing its customers with a stronger emotional experience with the new drive type, as well as to spark enthusiasm and dispel any reservations regarding electric drive.
The company podcast 'The Future Is Electric' is now already on its second season, and has recently won the 'World Media Award' in the 'Automotive' category. This is an indicator of the success of Audi's approach.
In matters of procurement, the company is also intensifying its efforts to reduce its CO2 emissions along the entire value chain. For example, the premium carmaker is a campaigner for the sustainable treatment of aluminium.
Audi has also introduced a sustainability rating in 2017 to assess whether its suppliers adhere to social and environmental standards.
The new rating system ensures that suppliers to the firm will receive an order only if they verifiably meet specific social, environmental and compliance standards.
Of course, Audi's main thrust towards carbon neutrality will come through its products. Audi has entered the electric era with the start of production of the Audi e-tron in the Brussels plant. The production site was first extensively modernised and is now one of the most modern production sites for electric models in Europe.
Finally, the disposal of electric vehicles has also received consideration, with Audi currently testing two pilot projects for the recycling of batteries. The first involves their use in forklift trucks and tractor units at the main plant in Ingolstadt, and the second involves the use of the recycled batteries as stationary energy storage on a campus in Berlin.
Audi has also been working with Belgian recycling and materials technology specialist Umicore, and have developed a closed circuit for the elements of high voltage batteries, allowing for the salvage of valuable materials such as cobalt and nickel in order to use them in new high voltage batteries.
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