Audi has announced Gernot Döllner as its new CEO, with his role set to commence on September 1. Döllner, who formerly served as a senior executive at Porsche, will replace Markus Duesmann, another former BMW executive who has held the top position at Audi since early 2020.
With a background in mechanical engineering, Döllner began his career at Volkswagen in 1993. He subsequently joined Porsche in 1998, where he played a significant role in vehicle concepts and packaging until 2010. Later on, he served as the project manager for the 918 Spyder hypercar and for the Panamera series until 2021. Eventually, Döllner moved to the Volkswagen Group, where he oversaw product and group strategy.
During an investor presentation held this week, Volkswagen Group CEO Oliver Blume, who also serves as Porsche’s CEO, expressed his dissatisfaction with Audi’s performance. Blume highlighted the software issues that have hindered the launch of essential electric vehicles like the Q6 E-Tron, which is scheduled for release in the latter part of this year. He also noted a decline in sales in the crucial Chinese market, where Audi’s figures are down 16% in the first quarter of 2023 compared to the same period last year.
Audi’s electric vehicles have particularly struggled in China, with the company managing just over 3,000 EV sales in the country during the first quarter of this year. In contrast, Tesla is expected to achieve approximately 153,000 sales in China this quarter alone. Audi’s global EV lineup has not seen a new addition since the introduction of the Q4 E-Tron in 2021.
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Chairman Manfred Döss released a statement affirming Döllner’s suitability for the role, stating that he is the right person to bolster the company’s product strategy and position in key markets. Döss also expressed his gratitude towards Duesmann for his contributions, including several crucial strategic decisions, such as the planned transition to a fully electric lineup after 2026.
While the appointment of Döllner brings fresh leadership to Audi, there are still challenges to be addressed. The software issues causing delays in launching key electric vehicles must be resolved promptly to keep pace with competitors and accommodate growing consumer demand. Additionally, Audi’s declining sales in China necessitate a comprehensive strategy to revive the brand’s presence in the world’s largest automotive market.
Audi’s future success depends on effectively addressing these challenges and leveraging the expertise of its new CEO. Döllner’s extensive experience in the automotive industry, particularly in the areas of product strategy and project management, make him well-equipped to guide Audi towards a prosperous future.
Furthermore, Audi must make significant strides in its electric vehicle portfolio to capitalize on the global shift towards sustainable mobility. While the Q4 E-Tron has made a positive impact, expanding the range and introducing new electric models will be crucial to meet the evolving needs and preferences of consumers.
In conclusion, the appointment of Gernot Döllner as Audi’s new CEO represents an opportunity for the company to revitalize its performance and strengthen its position in key markets. With his background and experience, Döllner has the potential to drive Audi’s product strategy and navigate the challenges that lie ahead. However, addressing the software issues and revitalizing sales in China will be crucial for Audi’s future success in the dynamic and rapidly evolving automotive industry.
