End of the line? Audi readies itself for modular assembly

Is the traditional assembly line still fit for purpose? By now, the production method is so well established, and has proven so effective at homogenous product manufacturing, that it is difficult to imagine an alternative. The problem is, customer demand has never been especially homogenous in the modern automotive industry, and the demand for variants and customisation has never been higher than it is today.

It’s a phenomenon of which premium manufacturers like Audi are well aware. Michael Breme, Head of Production and Plant Planning at Audi, adds that OEMs have to respond not just to the demand for personalised experiences, but to a set of different market realities. In the Italian market, for example, compact cars represent around half of Audi’s sales - a popular choice in a country with small streets and low incomes. Meanwhile, in China, the interest is in more prestigious models, making it the largest market for the Audi A8 luxury sedan. “We also focus on