Today we visited Audi in Ingolstadt. This visit made me think about how companies in the same industry can face similar challenges, but approach them differently. Like BMW, Audi is dealing with supply chain pressures, electrification, and fierce competition from new Chinese electric vehicle manufacturers. However, the atmosphere and priorities at Audi felt different from what I experienced at BMW last week.
We started with a factory tour. We were able to walk next to the production lines and see the work up close, instead of viewing it from a distant platform like at BMW. This view of the factory made the manufacturing process feel more real. One feature I found fascinating was the massive overhead conveyor belt system that wrapped around the facility. It moved components efficiently throughout the plant, so the workers could stay in place and have the products come to them. The entire process was a well-oiled machine.
Even though the factory was heavily automated, the well-being of the human workers seemed to be at the forefront. Our tour guide spoke about getting holidays, weekends, and other important events off. They placed a greater emphasis on the workplace conditions than other companies we visited this week, and less stress on the number of products being produced. As someone who will soon be entering the job market, that difference mattered to me.
Overall, both companies appear to be positioned similarly. They are established luxury brands with global recognition, engineering expertise, and resources to help support their transition into electrification. One of the biggest differences was Audi’s strong commitment to fully electric vehicles. Their mission felt direct and confident, which supported Patrick Will’s presentation last week. To me, Audi seemed more committed to the transition into electrification than BMW.
After two weeks of lectures and company visits, I am shocked to see how many challenges German automotive companies are facing. They can no longer rely on their reputation or history. Now, they must adapt to new technology, global competition, and changing consumer expectations. This entire trip made those pressures much easier to see. I am eager to see what the future of transportation will look like, and who will lead it.
I am looking forward to presenting with my group on Audi tomorrow!
