Audi Is Ditching the Idea of a 'Global Car' Because Each Market Wants Something Completely Different
- Audi's chief technical officer, Rouven Mohr, said it's not possible to build a car that satisfies everyone in today's market in an interview with GoAuto.
- As a result, Audi and AUDI, the automaker's Chinese spinoff, will split focus into their respective markets.
- Audi's European and North American cars will likely feature fewer screens and more buttons, while AUDI's Chinese cars will aim to stay competitive in China's tech-heavy market.
Audi and AUDI are drifting further apart in a savvy decision to stop trying to build a "global car." Audi's chief technical officer, Rouven Mohr, told Australian outlet GoAuto that the battle between screens and buttons is to blame. Market research has found that while the Chinese market values screens and AI tech, European and North American markets favor tactile buttons. Mohr said the difference between the two tastes is too vast to find a compromise.
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Jake Peterson
Jake Peterson
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Jake Peterson is Lifehacker’s Tech Editor, and has been covering tech news and how-tos for nearly a decade. His team covers all things technology, including AI, smartphones, computers, game consoles, and subscriptions.
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Meredith Dietz
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Meredith is a marathon runner and stand-up comedian. As Lifehacker’s Senior Staff Writer, she covers personal fitness tech, home gym equipment, and more.
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