The Audi Denkwerkstatt is once again among the best digital innovation hubs in a German company. This was the verdict of the “Konzerne auf den Spuren von Startups 2020” (companies on the trail of startups 2020) study conducted by the business magazine Capital and consulting firm Infront Consulting. Its top ranking can be largely attributed to the strong customer focus, which is essential for the creation of scalable business models. Its firm anchoring in the Berlin startup scene was another reason for its success. The study also showed that digital innovation hubs are being thrust increasingly into the spotlight as a result of the challenges thrown up by the coronavirus crisis.