The Audi Denkwerkstatt team consists of eight Audi employees who support 15 colleagues from all business areas, levels and age groups in generating, validating and implementing ideas about premium mobility within six months. The ideas for the projects emerge either through the experience of the needs of urban consumers locally in Berlin or through discussions with creative minds and start-ups. We are working on four projects in total in cross-functional teams – hierarchy-free, across business areas, with the maximum customer focus and using the widest variety of agile methodologies. In this we are following the ‘lean start-up’ approach. The aim is to establish business models independently or in cooperation with others. That is why we cooperate with partners across all stages of development in order to bring together and use the existing expertise of both sides in an optimal way and, in the best case, to learn from each other.
After six months the employees return to their original positions with Audi in Ingolstadt or Neckarsulm, and with their methodology knowledge, new mindset and accumulated experience, they support the company’s cultural transformation. The Denkwerkstatt resident team then supports 15 new colleagues.