Audi CEO Markus Duesmann faces enormous challenges as the company embarks on an ambitious plan to become an electric-only brand. He shared his plan for this major shift, outlined what the automaker is doing to offset the impact of the microchip shortage and explained why Europe needs to invest more in software and battery development. He discussed this and more with Automotive News Europe Associated Publisher and Editor Luca Ciferri and Correspondent Nathan Eddy.
How will Audi transition away from internal combustion engines to be an electric-only brand by 2033?
We have a clear plan regarding how long we will produce a combustion engine or hybrid model. By 2026, we will switch the model line to electric -- every new model will be all-electric by then. It was always our plan to focus on electrification. In our process of developing the new strategy, we defined this plan for every model. As a consequence, we will have the largest qualification program in our industry's history. We are now in the detailed planning phase for this transformation, so we know exactly what this means for the teams, the projects and for our production sites. It's all on track.