Audi has been thriving in the luxury car segment. But the company knows that it cannot rest on its laurels. In our interview Rupert Stadler, Audi CEO, talks about the key challenges driving the company such as alternative drive systems, connectivity and the rise of megacities. To solve these challenges the company will keep pushing its innovation efforts around the globe. One of the most important issues for the way forward is creating and maintaining a coherent and unique company culture.