Audi has a new boss, electric car delays could be the reason

A change of guard was announced at Audi’s flagship office, and it comes just days after the head of the Volkswagen Group said the luxury brand was falling behind.

Gernot Döllner will take over from Markus Duesmann as Chairman of the Board of Directors of Audi AG, effective September 1, 2023.

Duesmann will step down and will no longer have a seat on the Board of Directors of the Volkswagen Group AG.

Reuters reports from a source close to Volkswagen that Duesmann has been ousted, with managers at the highest levels at Audi reportedly unhappy with the brand’s performance.

The head of the Volkswagen Group has spoken openly about Audi’s difficulties recently.

Earlier this month, Group CEO Oliver Blume said Audi had “huge potential” but admitted it was “lagging behind the competition”, especially with electric vehicles (EVs).

Audi currently has only e-tron Q4, e-tron (soon become Electronic Q8) And electronics GTwhile BMW and Mercedes-Benz each have at least twice as many electric vehicles.

“We did not protect [brand’s] progressive leadership in its place against major competitors. We also faced serious software issues that delayed our plans to launch exciting electrical products,” he said in a review reported by the company. European Automotive News.

“The group’s footprint is currently heavily reliant on China, and battery-electric vehicles in particular are not competitive in this market.”

Blume has flagged that there are “huge opportunities” with its upcoming electric vehicles, including Electronic Q6 launching in 2024, and more RS-badged high-performance electric vehicles coming soon.

New Audi boss Gernot Döllner joined the Volkswagen Group in 1993 and took on a number of management roles, including at the head of the Panamera line.

From 2021, he is Head of Product Strategy Department of the Group.

“[Duesmann] brought great foresight and foresight to plan and drive key strategic decisions, including, first and foremost, the electrification strategy. Audi will be able to further develop on these platforms in the future,” said Audi Supervisory Board Chairman Manfred Döss.

“At this point, Gernot Döllner is the right person to further strengthen the company’s product strategy and its position in key markets.

“Along with the entire Executive Board, he will write the next chapter for the successful execution of Audi’s strategy.”