Strategic Focus Areas

Excellent products offering superior customer experience form the basis for our success. With new products, which set standards in their respective segments, we want to further strengthen and extent our market position. As ever, our main goal is to be Number 1 in terms of customer satisfaction. We place high priority on our activities directed at improving product and service quality as well as on providing a range of services appropriate to our customers’ needs. Leading brands contribute towards the Daimler Group’s longterm success. The Mercedes-Benz brand is one of the most successful and well-known brands in the world. We intend to maintain and extend this position also in the future. At the same time, we want to develop and sharpen the brand positions of the further brands of the group. Innovation and technology leadership. We want to be the innovation leader for green technologies and safety. As for green technologies, we pursue three different drivesystem solutions: the optimization of internal-combustion engines, hybridization and locally emission free drivesystems powered battery- electric or by fuel cell. We also intend to further strengthen our pioneering role in the fields of active and passive safety for cars and commercial vehicles.

With new business ideas such as car2go and Bus Rapid Transit (BRT), we are pursuing innovative mobility concepts and business models to fulfill customers’ needs and to utilize additional growth potential.. Global presence and networking. Our goal as a company is to continue our profitable growth and to be among the best in the industry: in our core business, in traditional and new markets. In particular in the rapidly growing markets of China, India, Russia and Brazil, we are intensifying our local activities by establishing and developing local production and sales operations, to some extent together with local partners. If required, we meet regionally different customer needs by locally adapted products. Operational excellence and sustainability. We achieve operational excellence by means of efficiency targets and related programs in the areas of production, development, sales and administration. This is based on a culture of excellence. By means of standardization and modularization, we can significantly enhance efficiency with new products, new technologies and new processes. We are improving our cost position with support from cooperations, for example with Renault-Nissan. We have a clear claim to leadership also in the field of sustainability. On the one side, sustainability is focussed on environmental protection with production and products. On the other side, it is about long-term job protection, responsible suppliers, intact relations with society, and transparent communication. We aim to have high-performing, inspired employees who direct their actions towards our corporate values and maintain the highest ethical standards. The new Board of Management position for Integrity and Legal Affairs has the task of ensuring that rules and regulations and the highest ethical standards are anchored within the organization. Ultimately, we will grow profitably by consistently implementing the strategies derived from our target system. Ambitious return targets. We have set ourselves clear return targets. As of 2013, we aim to earn an average return on sales of 9% in our automotive business across all market and product cycles.

A large rotary pushbutton is at the center of the unit. It can be rocked in four directions like a joystick, which makes many functions even more convenient. A variety of hard and soft keys, a volume control, and slots for the storage media are arranged around and above the central controller. Audi will initially offer the A1 with four engines. The two TFSI gasoline engines and the two TDI diesels cover a power range from 63 kW (86 hp) to 90 kW (122 hp). Each of them is state-of-the-art. All of the engines employ direct fuel injection and turbocharging. This downsizing concept coupled with technologies from the Audi modular efficiency platform give them tremendous power with minimal fuel consumption ranging from 3.8 to 5.4 liters per 100 km (43.56 - 61.90 US mpg). The entry-level gasoline engine is the new 1.2 TFSI. It generates 63 kW (86 hp) and produces its peak torque of 160 Nm (118.01 lb-ft) already between 1,500 and 3,500 rpm.

Coupled with a five-speed manual transmission, the four-cylinder accelerates the A1 from 0 to 100 km/h (0 - 62.14 mph) in 12.1 seconds on its way to a top speed of 179 km/h (111.23 mph). In the EU driving cycle, it consumes only 5.1 liters of fuel per 100 km (46.12 US mpg), which corresponds to only 119 grams of CO2/km (191.51 g/mile). Downsizing from Audi: turbocharging instead of displacement. The newly developed four-cylinder exemplifies the Audi philosophy of downsizing, the substitution of turbocharging for volume. The engine with two-valves per cylinder displaces only 1,197 cc and has been rigorously optimized for low weight and low friction. Its cast aluminum crankcase has its own cooling loop separate from the cylinder head. The water in the block is not circulated immediately after the engine is started, enabling the engine to come up to temperature more quickly and shortening the phase of increase frictional resistance due to cold oil.

The 1.4 TFSI ups the ante with 90 kW (122 hp). Its peak torque of 200 Nm (147.51 lb-ft) is continuously available between 1,500 and 4,000 rpm. A turbocharger with a water-cooled intercooler pressurizes the 1,390 cc engine with four valves per cylinder. Together with the seven-speed S tronic, the 1.4 TFSI gets the A1 up to highway speed in 9.1 seconds. Top speed is 200 km/h (124.27 mph). The standard six-speed manual transmission bumps the time for the sprint to 9.2 seconds, but does not affect top speed. Average fuel consumption is just 5.1 and 5.4 liters/100 km (43.56 and 46.12 US mpg), respectively, in the EU test cycle. The power output of the new 1.6 TDI comes from a displacement of 1,598 cc. Internal friction in the compact four-cylinder has been systematically minimized. Audi offers two versions of this engine. The more powerful 1.6 TDI unit produces 77 kW (105 hp) and 250 Nm (184.39 lb-ft) between 1,500 and 2,500 rpm, and is coupled with a five-speed manual transmission.