Audi Executive Outlines "In China, For the World" Strategy at Chongqing Forum

At the 2026 China Automotive Chongqing Forum, Peter Ro, Executive Vice President of Finance, Risk Management, and Information Technology and Chief Financial Officer of Audi (China) Corporate Management Co., Ltd., outlined Audi’s core strategic philosophy in China—“In China, for the World.” He stated that amid intense competition in China’s automotive market, Audi aims to redefine premium mobility and leverage this to drive its global business forward. Peter Ro explained that Audi’s strategy rests on three pillars: brand, products, and technology. On the brand front, Audi is focusing on three key directions: first, redefining craftsmanship, safety, and quality by deeply integrating safety and quality as the foundation of a premium brand; second, enhancing driving dynamics by leveraging technical expertise gained through participation in Formula 1 to benefit its production vehicles; and third, emphasizing aesthetic design—recently demonstrated through global product launches and design talks highlighting the critical role of design language in brand identity. He stressed that despite challenges posed by emerging EV brands and the trend toward domestic premiumization, Audi remains firmly committed to its premium positioning. The company is dedicated to integrating innovation and user insights from the Chinese market into its global R&D system, marking a strategic shift from “In China, for China” to “In China, for the World.” Audi plans to solidify its premium status in China by leveraging its brand heritage, technological capabilities, and design strengths, while also exporting China-derived experience to its global operations.