Audi has decided the global car is a dead idea. Building a single vehicle engineered to satisfy every market at once no longer adds up, and the company now argues the sharper play is designing separate models for its biggest markets, each shaped around what those buyers actually want.
Rouven Mohr, Audi’s chief technical officer, says no one model can win over shoppers in North America, Europe, and China all at once, which explains why the brand stood up the new AUDI marque in China with SAIC to build cars made specifically for that market. Tastes have simply drifted too far apart for a one-size answer to hold.
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