Home News Audi bet by the simplicity of Tesla: wants to cut versions to better focus its offer of cars

Audi bet by the simplicity of Tesla: wants to cut versions to better focus its offer of cars

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In July 2019, Hildegard Wortmann was fired from BMW to assume the office of the Bram Schot, who is now president of the firm following the arrest of its CEO, Rupert Stadlter. Wortmann is since then head of the department of Sales and Marketing of Audi and has been entrusted with a decisive role for the future of the brand with the four rings.

In an interview published in The World, the board believes that “the classrooms [of the car] need to be reworked and made more attractive” and warns: Audi should be cut by 30 % or 40% variants.

Less mess with the settings

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Today, stand in front of a configurator is a madness“. Wortmann want to end up with the complexity involved in the premium brands to set up a vehicle and start by start by clipping the variants in up to 40 %. The executive has wanted to put to Tesla as an example of this simplification:

“Don’t have much where to choose and work for them, because with a small number of versions covering the 80-90% of the demand. Only the buyers more sophisticated, as those who opt for an RS, want to upholstery or colours-very specific and for that, we have Audi Exclusive.

The sales manager has a realistic image of how the auto shows will end up disappearing. After the walkout of dozens of brands at the iaa in Frankfurt 2019, Wortmann believes that the business has changed and that these events need to be reworked, to be more attractive.

The arrival of Wortmann as a lifeboat

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Wortmann was born on 27 September 1966 in Münster, Germany, and after graduating as a correspondent of a foreign language and studying business administration, he began his career at Unilever in 1990. He held several positions there, including Manager of Product and Brand, and then was Director of Marketing for Calvin Klein.

In 1998 he moved to the BMW Group, where, among other things, supported the relaunch of the MINI brand as Head of Brand Communication. His other professional posts in the BMW included projects from pre-development and innovation marketing, management of products for the models X and Z, and management of automotive products and after-sales. With the development of the brand electric by BMW i, Wortmann put a focus decisive in electric mobility.

In 2016, took over the management of the BMW brand and two years later moved to Singapore, where he was responsible for the sales region Asia-Pacific.

After 21 years in the firm bavarian, Audi decided to ficharla on the Board of Directors and to make it responsible of sales and marketing at a delicate time for the firm, since that same month, the CEO of Audi, Rupert Stadler was charged with fraud by the Prosecutor’s office in Munich in the framework of the Dieselgate.

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The exdirectivo was arrested in June 2018 in Germany for alleged fraud, forgery of certificates and false advertising in the european market and falls on him the accusation of having been aware of the manipulations in Volkswagen and Audi vehicles from September 2015, without preventing the sale of the same.

Wortmann also came at a complicated time for sales due to the delay of Audi to homologate their cars according to a cycle WLTP: it halted the production and marketing of some models plug-in hybrids, such as the Audi A3 Sportback e-tron and the Audi Q7 e-tron.

However the brand of the four rings has prepared a batch of prototypes electric that advance how will be the future of the firm: necessarily electrified. In fact by 2025 there will be 30 models with mechanical power.


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