Gasgoo Munich- At the 2026 China Auto Chongqing Summit, Peter Rosken presented the core philosophy of Audi's local strategy. Rother is executive vice president of finance, risk management and IT, and CFO of Audi China. He defined the approach as: "In China, For the World."
Amid fierce competition in China’s auto market, Rother made it clear that Audi aims to redefine premium. He plans to use this as a springboard for global growth. He pointed to three strategic pillars: brand, product, and technology. Together, they form a mutually reinforcing competitive framework for the road ahead.
Image credit: China Auto Chongqing Forum
On the brand front, Rother highlighted three key priorities. First: redefining craftsmanship, safety, and quality. He stressed that Audi must fuse safety and quality at a deep level. This goes beyond carrying forward a traditional strength. It reinforces the unshakable bedrock of a premium marque. Second: driving performance.
Driving performance, Rother argued, ultimately stems from technological accumulation. This is precisely why Audi is entering Formula 1. The crucible of top-tier racing, he noted, will feed directly into better-performing production cars. Third: aesthetic design.
Just days ago, Audi unveiled its latest models and hosted a design presentation globally. Rother said this move underscores the brand's unwavering focus on aesthetics. Design language, he added, remains a vital pillar of brand identity.
Squeezed by both EV upstarts and a broader push toward homegrown premium in China, Rother insisted Audi is holding its ground. "We define premium — in China, for the world," he said. That means doing more than holding market share in the world’s largest auto market. It means channeling China’s innovation and consumer insights back into global R&D. The shift marks a strategic leap from "In China, For China" to "In China, For the World."
Moving forward, Rother said Audi will lean on its brand heritage, technological prowess, and design aesthetic. The goal is to shore up its premium stronghold in China. Simultaneously, the brand will export those China-honed lessons to the rest of the world.
