Audi Business Innovation

What Audi Business Innovation does

Audi Business Innovation GmbH (ABI) is a wholly-owned subsidiary of Audi AG, headquartered in Munich and registered in Ingolstadt, established to develop and operate digital mobility products and platform-based business models for the Volkswagen Group. The company operates two flagship platforms: the Automotive Visualization Platform (AVP), which uses a proprietary Unreal Engine-based visualization engine to produce configurable 3D images, videos, and AR-ready models at a rate exceeding 3,300 renders per minute across more than 40 markets for VW Group brands; and the Audi Commerce Platform (ACP), a cloud-based e-commerce system that processes over 1 million transactions per year across 35+ markets and supports Functions on Demand and MMI Themes through the myAudi app and in-vehicle MMI.

Underpinning these platforms is a digital twin architecture that combines real-time and historical vehicle data with dynamic customer profiles (preferences, behavioral patterns, usage) to power personalized in-car, around-car, and beyond-car experiences. AI capabilities include generative AI for analysis and simulation, recommendation engines for personalization, process automation via AI agents, and CGI/computer vision through the Unreal Engine pipeline. Revenue is generated primarily through transaction-based fees on digital products (Functions on Demand, MMI Themes) and platform services, with all distribution occurring through Audi's owned channels: myAudi, MMI, and Audi digital configurators.

ABI serves a captive customer base consisting of Audi AG and the broader Volkswagen Group brand portfolio. The organization is approximately 180 employees across 20 nationalities, led by CEO Andreas Sicheneder, and has been operating for more than a decade since founding around 2014. As an internal innovation incubator, the company does not pursue external customers, and revenue/financials are not publicly disclosed; the model functions as an OEM-embedded digital product studio rather than an independent commercial enterprise.

Name

Audi Business Innovation

Legal name

Audi Business Innovation GmbH

Website

https://audibusinessinnovation.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Audi Business Innovation GmbH is a wholly-owned Audi AG subsidiary that builds and operates digital platforms for the Volkswagen Group, including the Automotive Visualization Platform (AVP) for 3D vehicle rendering and the Audi Commerce Platform (ACP) for digital product sales, Functions on Demand, and MMI Themes, all distributed through Audi's myAudi app, MMI, and digital configurators.

Ownership category

akta.pro rank

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Digital Vehicle Products: Sale of digital products and services for Audi vehicles through the Audi Commerce Platform. Includes Functions on Demand (vehicle functions), Audi MMI Themes, and other digital add-ons. Revenue generated from transaction fees and product sales across 35+ markets.
2. Platform Services: Platform-based services enabling digital twins of vehicles and customers. Provides visualization and e-commerce infrastructure as enablers for Audi's digital ecosystem.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels2 records

Core offering

Audi Business Innovation GmbH (ABI) develops and operates digital platforms and services for AUDI AG and Volkswagen Group brands. Its portfolio centers on the Automotive Visualization Platform (AVP) for automated 3D vehicle rendering, the Audi Commerce Platform (ACP) for selling digital vehicle products, Functions on Demand for feature activation, and digital twin technology combining vehicle and customer data to deliver personalized in-car, around-car, and beyond-car experiences.

Product overview

Audi Business Innovation specializes in digital, end-to-end product development and innovation for Audi users. The portfolio is organized around three programs—in-car, around-car, and beyond-car—serving personalized driving experiences. Core platforms include the Automotive Visualization Platform (AVP) for automated 3D vehicle visualizations and media content generation, and the Audi Commerce Platform (ACP) for e-commerce and Functions on Demand. These are underpinned by digital twin technology combining vehicle data with customer profiles. The AVP delivers configurable images, videos, and 3D models via a proprietary Unreal Engine-based visualization engine. The ACP enables sale of digital products including Functions on Demand and MMI Themes through cloud-based infrastructure. Together, these platforms support the Experience Defined Vehicle (XDV) vision—a car that detects and knows its users, thinks proactively, and delivers functionality when needed.

Differentiator

Problem solved

Functional benefit

Brands

• Automotive Visualization Platform (AVP): Central solution for automated creation and playback of high-quality 3D visualizations and media content for VW Group brands, enabling consistent and efficient delivery across digital touchpoints.
• Audi Commerce Platform (ACP)
• Digital Twins
• Experience Defined Vehicle (XDV)

Products and services

• Automotive Visualization Platform (AVP) A modular software platform providing scalable, automated 3D vehicle visualizations for Volkswagen Group brands. It enables consistent and efficient delivery of visual content across all digital touchpoints—from configurators to marketing campaigns—using a proprietary visualization engine built on Unreal Engine. Serves more than 40 markets and renders over 3,300 images and videos per minute.
• Audi Commerce Platform (ACP) A cloud-based e-commerce platform serving as AUDI AG's central solution for selling digital products and vehicle functions to Audi customers. It provides product management, shopping cart, checkout, payment, and delivery functions, supporting 35+ markets with over 1 million transactions per year and more than 2,000 releases per year.
• Functions on Demand A digital feature activation system allowing Audi customers to flexibly add vehicle functions at a later stage, activated via the myAudi app or directly through the MMI. Enables personalized vehicle customization without hardware modifications.
• Audi MMI Themes A customization feature allowing users to personalize the appearance of their Multi Media Interface (MMI) with over 1,000 available backgrounds. Combined with ambient lighting packages, the interior automatically adapts to the selected theme.
• Visualization Services Comprehensive CGI services covering content production, 3D model preparation, platform operation, and technical support. Enables marketing and sales teams to create and deliver content independently—efficiently, securely, and in line with brand guidelines.

Quantifiable outcome

• Over 1 million transactions per year on Audi Commerce Platform
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AUDI AGcoreStrategic or Co-development Partner100% subsidiary of AUDI AG. Develops new, platform-based, digital business models for mobility as an innovation incubator for Audi. Creates digital twins of vehicles and customers for personalized services.
• Volkswagen Group brandscoreStrategic or Co-development PartnerAVP serves all Volkswagen Group brands with automated vehicle visualization. ABI operates the platform across brands, providing consistent visual content delivery from configurators to marketing campaigns.
• Charta der Vielfalt (Diversity Charter)minorOthersABI has signed the Diversity Charter, committing to a working environment where everyone is welcome regardless of background. Active commitment to diversity and inclusion.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Cerence Inc. Cerence builds AI-powered conversational and digital assistant platforms specifically for automotive OEMs—a directly comparable in-vehicle digital services software layer with strong OEM channel positioning.
• BlackBerry QNX: BlackBerry QNX provides embedded automotive software platforms (operating systems, middleware, safety-certified stacks) used in millions of vehicles—a comparable foundational technology partner across the connected car stack where ABI's digital twin/commerce platforms operate.

Broad incumbents

• HERE Technologies: HERE provides location, mapping, and connected vehicle data services to global automakers, with strong similarities to ABI's digital twin and around-car service offerings in supporting navigation, route planning, and contextual services.
• Aptiv: Aptiv is a global automotive technology supplier focused on software, advanced electronics, and active safety. Its signal-and-power architecture and in-vehicle compute platforms compete for the same software-defined vehicle spend that ABI's platforms address.
• Harman International (Samsung): Harman is a major Tier-1 automotive technology supplier (owned by Samsung) providing connected car, infotainment, and ADAS solutions to multiple OEMs. Highly comparable to the adjacent ecosystem ABI's platforms serve, though at a different layer of the value chain.

Direct peers

• Porsche Digital: Porsche Digital is the VW Group sibling unit developing digital products, mobility platforms, and connected services for Porsche—and a sister OEM-embedded digital innovation organization comparable to ABI within the same parent group.
• Volvo Cars Digital & Software Engineering: Volvo Cars has built an internal software/digital organization developing connected services, OTA updates, and in-vehicle commerce platforms comparable to ABI's Functions on Demand and digital twin capabilities.
• BMW Group Digital Innovation: BMW's in-house digital and software organization develops connected car, e-commerce, and digital services for BMW vehicles—mirroring ABI's in-car, around-car, and beyond-car portfolio structure within a premium OEM.
• CARIAD: Direct VW Group peer: CARIAD is Volkswagen Group's dedicated automotive software company, building unified software platforms across VW Group brands. ABI's platforms operate as inputs/complements within the broader CARIAD stack, making it the most structurally similar entity to ABI within VW Group.
• Mercedes-Benz Tech Innovation: Direct peer: Mercedes-Benz Tech Innovation is the digital innovation and software subsidiary of Mercedes-Benz, developing platforms, digital services, and AI applications for the parent OEM. Comparable in mission, structure, and OEM-embedded model to Audi Business Innovation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AudiBusinessInnovation

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Audi Business Innovation