When Gernot Döllner arrived in Ingolstadt in September last year to start his new role as CEO and chairman of Audi, he probably found quite the to-do list in a bulging in-tray. Shortly before Döllner's appointment, Volkswagen Group chair Oliver Blume described Audi as "lagging [behind] the competition". That's why the job had become vacant in the first place: former boss Markus Duesmann was sacked, reports suggest, because of numerous delays to the flagship Q6 E-tron.
But getting the Q6 E-tron project back on track was just one challenge facing Döllner. Audi was gearing up for the biggest wave of product launches in its history, while facing an increased challenge from new Chinese rivals, trying to keep pace with BMW and Mercedes-Benz, coping with a slowing market for electric vehicles and dealing with ever-changing regulations.
Whereas Duesmann had jumped across from BMW to oversee Audi in 2020, Döllner wasn't a flashy hire. The 55-year-old has been at the VW Group since 1993, with the bulk of his career spent at Porsche, where he worked with Blume. Among other roles, he was product manager for the 918 Spyder and the Panamera model series. Since 2021, he has been VW's group strategy boss a key if somewhat back-room role.
That seems to fit Döllner's style - and explains why he doesn't seem at all fazed by the challenges ahead of him at Audi. In fact, his demeanour is a great fit for the brand: it's not about being showy; it's about being efficient, considered and decisive. Since he started at Audi six months ago, Döllner and his board have spent their time laying out a new strategy for the company, which has been called the Audi Agenda. See, told you he wasn't flashy.
The agenda is intended to help tackle the key issues affecting the firm. "We're currently managing the biggest model initiative in Audi's history," he says, "while at the same time driving forward a fundamental transformation."
Diese Geschichte stammt aus der April 03, 2024-Ausgabe von Autocar UK.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent ? Anmelden
Diese Geschichte stammt aus der April 03, 2024-Ausgabe von Autocar UK.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent? Anmelden
MG 4
An EV changes your driving style - but not to the detriment of pleasure
PEUGEOT E-208
Time with our French hatch is up. Is it good riddance or au revoir?
In the hot seat
Is the best automotive job in the world actually in miniature scale? Hot Wheels' design boss assures STEPHEN DOBIE it is
Correcting the record
Autocar invented the road test back in 1928 - or did we? KEITH JONES trawls the past to find the true starting point
Road test rebooted
As the Autocar road test forges into its second century, its brief is expanding and it's returning to a familiar place. MATT SAUNDERS explains
Cyber attack
MG is back on the international stage and now trying to return to its sports car roots. MATT SAUNDERS sees if the Cyberster EV can match up to a rival from the present and a relation from the past
KIA PICANTO
As rivals fall by the wayside, Kia's popular city car gets a makeover
MASERATI GRANTURISMO
Latest coupé in a long line of Maserati GT cars hits the UK with V6 power
PORSCHE CAYENNE GTS COUPE
New V8 model gets all the goodies
TOYOTA PRIUS
Back by popular demand with a cool new look and greater driver appeal