Audi launches high-tech car unit Artemis to fast-track a pioneering EV to market

Audi has created a new business unit called Artemis to bring electric vehicles equipped with highly automated driving systems and other tech to market faster the latest bid by the German automaker to become more agile and competitive.
The traditional automotive industry, where the design to start of production cycle might take five to seven years, has been grappling with how to bring new and innovative products to market more quickly to meet consumers fickle demands. The model is more akin to how Tesla or a consumer electronics company operates.
The first project under Artemis will be to develop a pioneering model for Audi quickly and unbureaucratically, Audi AG CEO Markus Duesmann said in a statement Friday. The unit is aiming to design and produce what Audi describes as a highly efficient electric car as early as 2024.
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