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Silja Pieh – architect of a new Audi strategy

Silja Pieh, Chief Strategy Officer, AUDI AG
  • Audi's Chief Strategy Officer relied heavily on internal expertise for sustainable corporate strategy: “Not a paper by external consultants”
  • More than 500 employees involved: “Paradigm shift puts strategy on broad foundation”
  • New process calls for continuous adjustments: “Speed of change in the fields of technology and mobility will continue to increase”

The automotive industry is going through a massive transformation – and Audi is right in the middle of it. In the premium automaker’s own transformation, Silja Pieh plays an important role. She leads Audi’s Corporate Strategy Department. Together with her team, her job is to ensure that the company’s “Vorsprung durch Technik” (“Progress through Technology”) remains forward-looking and shapes the mobility of the future. For nine months, Pieh and the team guided the Board of Management through an exciting strategy process. They analyzed and aggregated more than 600 trends, examined the profit pools of tomorrow along the value chain, and identified new areas of business for Audi. The biggest sticking points in this regard were a firm date for Audi’s transition to e-mobility, a broad-based boost to digitalization across the company, user scenarios for the autonomous vehicles of tomorrow, and Audi publicly expressing its unwavering commitment to sustainable business practices.

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