A global brand but local cars is Audi's future, says CEO

Audi is shifting away from a one-size-fits-all global-car strategy toward more region-specific models.

CEO Gernot Döllner said future vehicles will be developed around local customer needs, with the US market getting priority.

The upcoming Q9 SUV is an example: it will be designed first for US buyers before a broader global rollout.

The move highlights how major automakers are adapting product plans to market demands, pricing pressures, and trade tensions.