Audi will learn from Tesla in bringing products to market faster and taking more risks, according to new technical boss Stefan Knirsch

Audi can learn from Tesla by being “more agile, faster and taking more risks”, according to the firm’s new board member in charge of technical development, Stefan Knirsch.

Speaking in reaction to the VW Group’s announcement at the Geneva motor show that it would invest heavily in electric and autonomous car technology up to 2025, including developing a 500km (310-mile) range family car that can be charged in 15 minutes, but which won’t cost more than a conventionally-engine car, Knirsch said: “There are things we can learn from Silicon Valley, but also things they could learn from us.”

At the show, VW Group boss Matthias Müller said the company should “think more like Tesla”. In reaction, Knirsch said: “The point about learning from Tesla is increasingly less relevant in some ways: in Silicon Valley terms they are not considered fast moving or risk takers, and less so as they have to invest in manufacturing facilities and focus on profits. They are becoming more conventional in those ways.

“It’s also true that in some areas we are going very fast. Our MMI infotainment screen systems are leading the way, and we are working with leaders like Nvidia and Harmann to put systems in our cars that can have the hardware updated every few years. In a very short space of time, we have shown we can be agile on electronics; the key for us is to be more agile in every area.”

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Comments
5

4 March 2016
They took a risk on emissions defeat devices and the deception of legislative authorities, and that all went well...

4 March 2016
Wasn't it VW's willingness to take risks that led to Dieselgate?

4 March 2016
Are you having a laugh? Risk could result in a change. And change is not allowed in Wolfsburg and Inglostadt. I'll believe it when I see a VW-Audi that looks different from the other guzzilion Volkswagen and Audis congesting our road view.

4 March 2016
VW/Audi probably hasn't taken a risk since creating the Golf Diesel in the 1970's.

They should have kept innovating after they made small diesel cars successful. While Toyota, Honda, Nissan and new starters have been taking risks with hybrids, fuel cells and EVs, VW has stagnated.

But it's good that they've finally woken up. Maybe they can make a new start.

5 March 2016
Taking risks - like leaving some exposed/painted metal inside the Q2? Edgy.

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