It has been grumbling for a long time, but the alarm has been raised when Markus Duesmann has left his Audi chief position and has been replaced by one of the most powerful people in Oliver Blume and Thomas Schäfer. One of the heaviest weights on the board of directors of the German giant is Gernot Döllnerand he who rules in the sign of the four rings; very angry about the state of the company he represents compared to that of his rivals more directly.
After seeing the organization chart of those in charge, we now put ourselves in that situation. The big boss of Audi is very worried the distance that separates it from BMW and Mercedes. He assumes that his predecessors in the position, and especially Oliver Hoffman, technical director of new product development, is not involved as it should be in the development of new electric vehicles.
The new head of Audi cannot compete with BMW and Mercedes in electric cars
Döllner has highlighted significant delay in the market arrival of the Audi Q6 e-tron. The model that was supposed to be presented at the beginning of the year and it is not yet known when it will start and reach dealers, while the new Porsche Macan has already started to be sold in all European markets and will arrive at the beginning of next year. summer.
The Audi Q6 e-tron is not the only model in the shooting but it is the most important. The Q8 e-tron should have been replaced As these are older models, he thinks the same about the e-tron GT and understands that a facelift is overdue, not to mention the A8. A collection of problems that are added to those that occurred in the Carad software unit, but that all relate to the same question:why BMW has seven modern cars that use electricity, Mercedes has nine and Audi only two?
The “old” electric range at Audi and with results
The Audi manager sees that the strategy of his predecessors was not well designed from the beginning, and now the results are paid. Hoffman’s days as head of Audi’s technical department are hanging in the balance, until the next board meeting in March, which will not leave the company but a position of general responsibility for the Formula 1 division, with his position being taken by the CEO himself. A move reminiscent of Herbert Diess at Volkswagen, but with one important difference, he left the company.