Digital transformation has affected all segments and every form of business, including the automotive industry. Although historically considered a highly traditional industry, today the automotive industry is one of the leaders in the digital transformation of business. The introduction of disruptive innovations in the automotive industry such as autonomous driving, autopilot, 3D cockpit, mobility services, sharing economy, is driven by the desire to create a competitive advantage in an industry that is highly competitive and changes almost daily. This paper presents key concepts and innovations that digital transformation encompasses, explains the role of information technology in digital business transformation, shows the development of digital business transformation in the automotive industry and through a case study of Audi AG conducted a detailed study of digital business transformation of a particular automaker. The main disruptive innovations introduced by Audi AG and thus transforming the existing way of doing business and the existing business model are explained. The current position of Audi AG in the car market is analyzed, specifically the number of sold cars, the analysis of the state of sales by country through a certain model and the movement of the price of Audi AG shares over a certain period of time. At the end of the paper, the SWOT and PESTLE analysis of Audi AG is presented and a comparison is made with its main competitors, BMW and Mercedes.