The Impact of the Bursting New Energy Vehicle Market on the Traditional Fuel Vehicle Industry - The Case of Audi

The automotive industry is facing an era of change against the backdrop of escalating environmental concerns and a global shift towards sustainable transportation. This thesis focuses on the impact of the emerging New Energy Vehicle (NEV) market on Audi, a stalwart of the traditional fuel vehicle segment. The purpose of this study is to assess how Audi is responding to this transition, with particular emphasis on its strategy of embracing electrification in the face of increased competition and changing consumer preferences. Through a comprehensive literature review, analysis of Audi's financial reports and sales data, this study provides insights into Audi's investment in electrification, the pace of model launches, and sales of hybrid and all-electric vehicles. The data for this study was obtained from official Audi publications, industry reports, and relevant academic articles. The findings show that Audi has made significant progress in adapting to the new energy vehicle market, as evidenced by significant investment in electric vehicles, an expanding portfolio of electric models, and sales growth in key markets.