BMW executive Markus Duesmann tasked with reviving Audi

FRANKFURT (Reuters) - Volkswagen on Friday installed former BMW executive Markus Duesmann to reinvent Audi after the German premium brand lost key engineering know-how and influence in the wake of the 2015 diesel-cheating scandal. Duesmann will become chief executive of Audi as well as take on board level responsibility for research and development at Volkswagen Group on April 1 next year, the Wolfsburg-based multi-brand group said on Friday

Reuters November 16, 2019 00:07:26 IST
BMW executive Markus Duesmann tasked with reviving Audi

BMW executive Markus Duesmann tasked with reviving Audi

FRANKFURT (Reuters) - Volkswagen on Friday installed former BMW executive Markus Duesmann to reinvent Audi after the German premium brand lost key engineering know-how and influence in the wake of the 2015 diesel-cheating scandal.

Duesmann will become chief executive of Audi as well as take on board level responsibility for research and development at Volkswagen Group on April 1 next year, the Wolfsburg-based multi-brand group said on Friday.

Duesmann's job will include injecting new meaning into the company's advertising slogan "Vorsprung Durch Technik", or "advancement through technology", after Audi fired a raft of senior engineers in the wake of the diesel scandal.

"Markus Duesmann will do everything to unlock the huge potential of the Audi brand," Volkswagen Group Chief Executive Herbert Diess said at a press conference in Wolfsburg on Friday.

Audi, based in Ingolstadt, Bavaria was a major research and development hub within Volkswagen, setting standards in aerodynamic efficiency, lightweight aluminium construction, dual-clutch gearbox technology and four-wheel drive systems.

But the premium brand struggled after it was discovered that engine management software, used to manipulate exhaust emissions tests at VW, was designed by Audi engineers, leading to the firing of engineering chiefs and its long-term CEO.

After Audi chief Rupert Stadler was dismissed, Audi installed a sales expert, Bram Schot has interim CEO, and the brand struggled to redefine "Vorsprung durch Technik."

"We need to partly refine the 'Vorsprung'. We are working on it," Audi's sales chief Hildegard Wortmann told Reuters at the Frankfurt car show in September.

"We don't need little 'Vorsprung' stories, we need real 'Vorsprung' stories," Audi's current head of research and development, Hans-Joachim Rothenpieler told Reuters.

Audi's electric car e-tron as well as fuel cell technology are two pillars upon which Audi can resurrect its brand claim, Rothenpieler said.

Audi's works council chief, Peter Mosch, welcomed the appointment of an external manager. "From Markus Duesmann and his team we expect the stable utilisation of our factories and a more courageous approach."

(Reporting by Joern Poltz in Munichand Jan Schwartz in Wolfsburg; Writing by Edward Taylor; Editing by Thomas Escritt/Louise Heavens/Jane Merriman)

This story has not been edited by Firstpost staff and is generated by auto-feed.

Updated Date:

TAGS:

also read

Guinea president 'captured', govt dissolved, claim army putschists'; attack on presidential palace repulsed, say authorities
World

Guinea president 'captured', govt dissolved, claim army putschists'; attack on presidential palace repulsed, say authorities

Reports suggest that they captured President Alpha Conde and dissolved the government, bust the ground situation remains unclear

Cryptocurrency prices tumble and exchange trading falters as snags crop up
News & Analysis

Cryptocurrency prices tumble and exchange trading falters as snags crop up

NEW YORK (Reuters) -The price of cryptocurrencies plunged and crypto trading was delayed on Tuesday, a day in which El Salvador ran into snags as the first country to adopt bitcoin as legal tender. Shares of blockchain-related firms also fell as crypto stocks were hit by trading platform outages. But the major focus was on El Salvador, where the government had to temporarily unplug a digital wallet to cope with demand.

Ford poaches Apple's car project chief Doug Field
News & Analysis

Ford poaches Apple's car project chief Doug Field

By Joseph White and Sanjana Shivdas (Reuters) -The head of Apple Inc's car project, Doug Field, is going to work for Ford Motor Co to lead the automaker's advanced technology and embedded systems efforts, a hiring coup for Ford Chief Executive Jim Farley.