Report: Sustainability in Audi AG

Personal exploitation & C arers Task 7 environmental Sustain top executive in Audi AG By 1213666 To Romas Malevicius 22. 11. 2012 Table of confine List of Figures Summary Introduction 1 Audi AG Sustainability Procedures 1. 1 Technologies 1. 2 macerate & peeing charge 2. Sustainability as a split up of Audis CSR 2. 1 Audi milieual tush 2. 2 Environmental obligation for Bavaria & EMAS 2. 4 Recognition 3. Criticism 3. 1 General criticism towards the move persistence 3. 2 kilobytewashing Conclusions Bibliography List of figures * Figure 1. 3 p. 7 From http//wip. audi. no/photoalbum/view/? ize=org&id=15902& lineament=1 (Accessed 21. 11. 2012) Summary This report covers Audi AGs current operational and strategic procedures for environmental sustainability. It looks at sustainability as part of the fraternitys Corporate companionable business and views critical analysis of the automobile attention to enable making balance conclusions. Introduction A report by the United Natio ns entitled Our Common prox tense (1987) defined sustainable development as development, which meets the ineluctably of the present without compromising the ability of future generations to meet their own needs. In addition to this, so called intergenerational equity has remained a theme in defining environmental sustainability. Essentially it means seeking the minimization of any adverse ( vast-term) impacts on future generations. The aim of this report is to investigate the actualizations of the same principles in the corporate actions of Audi AG. Audi AG is a motor vehicle manufacturer, which comprises of the brands Audi, Ducati and Lamborghini. It is a multinational guild (MNE) that employs some 46,000 people and has an yearly output of over 1,3 million units.Audi AG is part of Volkswagen Group, headquartered from Ingolstadt, Germany. 1. Audi AG Sustainability Procedures 1. 1 Technologies Audi admits that a car manufacturer bathroom neer claim to eat up a lordly impa ct on the environment. They are, however, investing billions of pounds in obligated technologies. These include lightweight quadruplet frames, diesel engines and Start-Stop technologies. The role of these is to reduce elicit consumption and hence cut carbonic acid gas emissions. 1. 2 Waste & water management Audis slogan Advancement by means of Technology essentially outlines the companys principle of constant innovation.The brand set excessively state that corporate activities are shaped by the desire to conduct resources and take a responsible plan of attack to the environment. They have undertaken numerous actions to award these principles. For instance, assembly line waste is separated & sorted on-site and packaging is optimised in the planning stage, which reduce transport needs good. Audi hires various sources of energy, much(prenominal) as a local waste processing mark and the Combined Heat, Cooling and Power doing facility (CHCP) in the Ingolstadt factory.Tog ether they save the company 37,000 tonnes of CO2 a year. For car takings the company collects rainwater. They also feed 96. 3 per cent of total water into a closed-loop system, so only a truly small amount of water is lost. Moreover, Audi encourages recycle vehicle parts and batteries. As a result their harvest-feastion output has substantially increased in the last both decades but overall energy use has remained virtually the same. Figure 1. 3. Figure 1. 3 illustrates the decrease in waste water volume per vehicle in Audid main returnion plants in Germany amongst the years 1990 and 1999.The total decrease is 4,5m3/vehicle in Neckarsulm and correspondingly 2,3m3/vehicle in Ingolstadt. 2. Sustainability as a part of Audis CSR 2. 1 Audi Environmental Foundation Audis ratement to the environment and society is an constituent(a) part of their Corporate Social Responsibility (CSR). The most compelling evindence is the Audi Environmental Foundation Ltd. , which takes willful act ion in environmental, sociable and economic issues by conducting and funding research projects. 2. 2 Environmental compact for Bavaria & EMASAudi was a founder member of the Environmental treaty for Bavaria, which now includes around 1,350 companies. The Pact was organise in 1995 as a voluntary agreement between the Bavarian constancy and government to do more for the environment. The Pact includes Audis European plants participating in the EC Eco-Management and Audit Scheme (EMAS). The purpose of this is to introduce an environmental management system, which helps break operational environmental protection on site. 2. 4 RecognitionBased on the above-menti aned policies it goat be stated that as a car manufacturer Audi is advanced in promoting sustainability. Audi has also received recognition for this, such as the 2012 Logistics Sustainability Prize. Audi works diligently to modify its image as a unfledged company. Audi of America President Johan de Nysschens round at the companys centesimal Anniversary celebration in 2009 (Audi MediaServices, 2009) We and our consumers (also) wish to drive at something better a more sustainable future. The company also exserted a commercial for the 2010 A-one Bowl entitled Green patrol where they track down Americans who stick to carbon-un comradely practices. This was seen as a change of trade scheme and it received mixed reviews. 3. Criticism 3. 1 General criticism towards the automobile labor The arrival of thousands of motor vehicles in outsize cities has given the pollution problem only new dimensions. Research shows that car fumes contributes half of the (atmospheric) pollutants in large cities and contributes to the glasshouse effect raising the Earths temperature.Among other manufacturers, Audi has hence carried out developments of pick power sources such as galvanic and internal combustion engines, which gives them a agonistical edge. 3. 2 Greenwashing Greenwashingis a form of propaganda in Public Relations (PR) where fleeceable marketing is misleadingly used to create an legerdemain of an organizations aims and policies being environmentally friendly. After publishing their 2010 Super Bowl commercial Green Police Audi was accused of greenwashing. Creating what is perceived as a genuinely environmentally friendly strategy in all their operative areas is one of their largest current challenges.A quote from Jamey Boiters scratch Innovatr blog (Fast follow, 2010) Audi are evolving They must commit to this evolution in everything about their brands, from product development to communications to industry involvement, to mount they are not greenwashing. One of Audis strengths is that they have been involved in responsible projects for years, dating back to as long as 1960. That being said, their most remarkable competitors such as BMW & Mercedes Benz are increasingly starting to embrace sustainable strategies, which forms a possible threat to Audi.Conclusions The automotive industry is still perceived as one of the largest agents of adverse effects to the environment. As a result of consumers becoming more advanced(a) and educated on environmental sustainability, the rivalry in the industry gets more intense. It can be recommended for Audi to shift their marketing strategy even more towards sustainability and practice product differentiation to this direction whenever possible. Audi should try chill off the greenwashing claims and coming across as a genuinely responsible corporation.Taking prefer of the decades worth of experience and data that they have gathered could do this and possibly march on them a head start from their competitors. record book count 1000 Bibliography Abuelsamid, S. 2009. Autobloggreen Audi to add solar power to Ingolstadt factory,(online) gettable at http//green. autoblog. com/2009/12/16/audi-to-add-solar-power-to-ingolstadt-headquarters-factory/ (Accessed 21. 11. 2012) Audi AG, 2012. 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