What can you tell us about some of the upcoming developments at Audi Middle East?
We’re gearing up for a really exciting chapter in the Audi Middle East story with the launch of some 20 new models including their variants over the next two years. This bold move underscores our commitment to driving innovation and expanding the diversity of our product portfolio.
Simultaneously, we’re ramping up efforts to fortify the electric vehicle charging infrastructure across our region. By the end of this year, we have 150 chargers operational, setting a robust foundation for the evolving needs of electric vehicle users.
Another initiative we recently soft-launched was the House of Progress in Saudi Arabia, which is an excellent example of a progressive retail concept. Guiding initiatives such as these involve localising international concepts to better align with the unique demands of the Middle East market, placing a strong emphasis on enhancing both the customer and brand experience.
How is Audi envisioning electrification and the infrastructure for EVs?
We recognise the growing demand for electric vehicles, so we’re strategically expanding our charging network. We are committed to supporting the infrastructure expansion not only at the dealership level but also through selected public infrastructure initiatives and collaborations. We have installed 150 chargers this year, including 23 High Performance Chargers across the Middle East region.
Audi Middle East continues to establish EV charging collaborations in the region with key partners such as Siemens, the UAE Ministry of Energy and Infrastructure, the Museum of the Future in Dubai, Desert Technologies in Saudi Arabia, as well as the Audi EVO charging network in Oman and the Pearl and Doha Oasis.
My plans for Audi Middle East are inspired by over two decades of experience in diverse regions, with a keen focus on cultivating strong relationships, frequent market visits, and building upon the previous AME strategy for continuous growth. The experience I have gained in other markets that have already completed a transitional phase towards EVs is perfect for helping me to implement similar, localised strategies within the Middle East region.
What are your top priorities for the brand in the region?
Audi’s overarching priorities in the region revolve around a customer-centric approach and a dedicated focus on product diversity. Unique initiatives, such as our progressive retail experiences – the House of Progress in Saudi Arabia, exemplify our commitment to delivering unparalleled customer experiences. In the coming years, we’re poised for further growth from our dealer network, solidifying our position as industry leaders. My plans for Audi Middle East include ensuring a profitable and sustainable business model for our dealers and investors, with a strong focus on the customer experience and a positive societal impact.
With technological and automation advancements, what job opportunities do you anticipate emerging in the automotive industry?
As the automotive industry undergoes a transformative shift towards electrification, we anticipate the emergence of new job opportunities, particularly in specialized roles within dealerships. Skilled professionals in this field will play a pivotal role in ensuring the success of electrification initiatives, facilitating a seamless transition, and providing optimal support for our customers. I plan to leverage my experience from other regions to implement these changes successfully, with a particular emphasis on adapting international concepts to align with the unique demands of the Middle East market.
How do you see the role of artificial intelligence and machine learning shaping the automotive industry and its operations in the near future?
Artificial intelligence and machine learning are pivotal components of Audi’s technological advancements. These technologies involve developing intelligent software for Audi vehicles, enhancing user experiences, and shaping the future of mobility. In parallel to Audi’s innovative strategies, the brand does look for potential possibilities of AI integration across various aspects of our vehicles and services, with a particular focus on AI-powered driver assistance systems.
Exploring further applications, Audi is offering AI-driven predictive maintenance solutions to offer real-time insights into vehicle health and maintenance requirements. Audi has registered a significant achievement in series production by successfully testing AI, prompting the Volkswagen Group to expand its implementation to more plants.
Through collaboration with specialists, Audi has instituted a certifiable audit process and an AI guide for manufacturing, demonstrating a steadfast commitment to innovation and efficiency in the automotive industry. Additionally, Audi’s state-of-the-art infotainment systems now incorporate Natural Language Processing, facilitating communication between drivers and vehicles through natural language commands.
The Adaptive Cruise Control (ACC) employs radar and cameras to dynamically adjust the car’s speed, ensuring a safe following distance in response to traffic conditions. Furthermore, Audi’s advanced Parking Assist, powered by AI, offers support in both parallel and perpendicular parking situations, underscoring the brand’s dedication to inventive and intelligent driving experiences.
What impact do you think the increasing focus on sustainability and environmental consciousness will have on the skill requirements for professionals in the automotive industry?
Audi is dedicated to sustainability through electrification, offering a range of electric vehicles that align with the region’s sustainability goals. As of January 2024, the company will boast a total of three two carbon-neutral plants worldwide – the factories in Győr (Hungary), Brussels (Belgium) and Ingolstadt (Germany) reflecting our commitment to global sustainability.
This dedication to sustainability aligns with the broader automotive industry trend towards electrification and eco-conscious initiatives. We are focused on saving resources by conserving and recycling materials during the product life cycle.
Examples of Audi’s successful sustainability actions in the Middle East include initiatives such as the use of solar panels at Audi Dubai internal workshops dedicated to environmental consciousness. Another example is the brand’s participation in the Tree-Nation initiative, a leading reforestation platform that utilises technology to simplify tree planting and combat climate change, creating lasting environmental impact and supporting communities. Since March this year over 5.2k trees have been planted.
Additionally, AME’s carbon-neutral objectives and sustainability plans have enabled its Audi plant in Ingolstadt to commence net carbon-neutral production from January 1, 2024, showcasing the brand’s innovative and ambitious environmental initiatives.
It is key that we instil the principles of this approach to a sustainable future in our staff, and so our training programs are designed to provide them with skills aligned with these sustainable practices, further reinforcing our commitment to environmental responsibility.
From recycling efforts in production processes to broader sustainability goals, our employees are equipped to contribute meaningfully to Audi’s green initiatives. My plans for Audi Middle East involve building upon our existing strategies and continuing to equip our employees with the skills they will need for this sustainable future.
In your opinion, what are the key skills and qualities that individuals should possess to succeed in the ever-evolving automotive industry?
Success in the ever-evolving automotive industry demands a multifaceted skill set. Professionals need to be adaptable, creative, and open-minded, embracing progressive approaches and staying attuned to cultural nuances. A key focus is navigating the transition from Internal Combustion Engine (ICE) vehicles to Electric Vehicles (EVs), requiring a forward-thinking and agile mindset. For me, relationships are key to success, so I place a strong emphasis on frequent market visits to gain first-hand insights into market trends and consumer behaviour.
