Marketing plans

Audi sticking with 'Vorsprung Durch Technik'

Audi has introduced several new models to the U.S. market in recent years.
  • Why it matters

    Why it matters

    The VW emissions scandal has badly damaged the reputation of the carmaker and its subsidiaries at a time when the key China market is declining.

  • Facts


    • Mr. Voggenreiter, 47, ran Audi’s China business before taking over as marketing chief in November.
    • Following Volkswagen’s emissions scandal, Audi offered a five-year guarantee to shore up sales prices and resale values.
    • Audi is testing a car-sharing concept in the United States, and plans to let customers configure their perfect car using virtual reality.
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In November 2015, less than two months after Volkswagen’s emissions scandal broke, Dietmar Voggenreiter took over as board member for sales and marketing at VW subsidiary Audi. That same month, Volkswagen admitted that the same test-cheating software had been installed on other cars, including some Audi diesel models.

In his first interview since assuming his new job, the former head of Audi China took stock of the past year and provided insight on cars in the digital age.

Handelsblatt: You have been responsible for Audi’s sales and marketing since November. What did your predecessor leave behind for you?

Dietmar Voggenreiter: I took over a top team in the second half and was allowed to drive the game home with them. We set a goal of selling more than 1.8 million cars in 2015 — and we did.

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