Today we visited Audi. With Audi and BMW being close competitors, it was interesting to see how similarly they are responding to industry pressures like electrification, global competition, supply chain challenges, and the overall shift toward electric vehicles.
During the Audi factory tour, I noticed many similarities to BMW, especially in the structured production lines used to build cars from start to finish. At both companies, robots play a major role in manufacturing. However, Audi felt slightly different because there was more human involvement on the factory floor. The layout also felt more connected and efficient, with a stronger emphasis on improving the worker experience.
We followed the production process step by step, starting with pressed metal sheets and moving through conveyor systems into final assembly. One standout aspect was Audi’s focus on ergonomics and worker comfort. Floors were designed to reduce strain from standing, and workstations were adjustable in height and distance. These small but intentional details showed a strong commitment to daily working conditions.
There were also advanced systems for tracking quality and errors in real time, similar to BMW. However, Audi felt more centralized and flexible since everything was located in one connected space, whereas BMW used multiple buildings for different production stages.
Another key difference was customization. We learned that customers can personalize many aspects of their vehicles, including unique paint options inspired by personal items, such as matching colors to something like a lipstick shade. This highlighted Audi’s focus on creating a more individualized premium experience.
Audi and BMW are positioned very similarly in the premium market, both offering high-end products, strong branding, and advanced engineering. At times, it felt like much of the price difference comes down to branding, since the production processes are so similar up until the final stages.
From a career perspective, I would personally be more drawn to Audi. The work environment seemed more balanced, with greater human interaction and a strong focus on employee comfort. Small details like adjustable workstations, ergonomic design, and bikes available for moving around the factory made the workplace feel more thoughtful and accessible.
After the factory visit, we went to the Audi museum, which was smaller than BMW’s but still very well organized. It showcased the evolution of Audi vehicles in a vertical layout that guided visitors through different stages of development. While there, I also bought a small red toy car from the gift shop as a souvenir. We later ate at the canteen, where I tried roast pork with German potato dumplings. The dumplings had a dense, starchy texture I wasn’t used to, but it was interesting to experience a traditional dish. I also had a watermelon lemonade, which was very refreshing.
After returning to Augsburg, we worked on group presentations and prepared for upcoming deadlines. Later in the evening, we went out as a group for dinner and spent time together before ending the day.