The concept of Liefertreue, or delivery reliability, is central to Audi’s customer promise and consequently crucial in every aspect of the supply chain right up to the point of receipt at dealers, says Dr Michael Hauf, head of brand logistics (pictured)
Consumers who order an Audi and customise it to their exact specification – selecting from an almost endless array of options and derivatives – are not necessarily the type of people who want their car immediately. In such cases, waiting for the right vehicle could even be a point of pride. The span between ordering a customised, mid-range Audi and its eventual delivery to a dealership could easily be around four months in Europe. Ordering standard vehicles out of importer stock in certain countries would be faster, while a low-volume, quattro R8 sports car could take much longer.
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