DETROIT -- The president of Audi of America warned automakers to embrace the dramatic technological changes that are remaking the industry, and to beware of continuing business as usual amid the U.S. market's record vehicle sales.
“Right now a very powerful wave is carrying this industry,” Scott Keogh said at the Automotive News World Congress here.
But the auto business is being reshaped by new developments such as automated driving, car sharing and the emergence of new players such as Apple, Google, Tesla and Uber, he noted.
“We need to make a choice -- keep riding the wave or jump to something else,” Keogh said. “If you make a leap to something new, it's a huge opportunity … I believe we in the auto industry can be the disruptors.”