Audi’s new CEO sees crisis giving struggling automaker an opening

FRANKFURT — Audi’s new CEO, Markus Duesmann, designs to seize the deepest market slump in decades to make the automaker nimbler and restore its technological edge following 5 many years of management turmoil.

Duesmann intends to assessment Audi’s product lineup and speed up vehicle improvement at Volkswagen Group’s high quality division, he said during a webcast for the unveiling of the electric This autumn Sportback e-tron notion vehicle.

“We acquire the disaster as an opportunity and even an invitation to check out new factors,” Duesmann said, in his initial public opinions as CEO since taking about in April. “We have to do a huge career, but we will get it finished.”

The previous BMW government was hired to revive revenue at Audi following many years of upheaval in the wake of the diesel-emissions disaster that erupted in 2015.

Audi’s earnings are important for VW Group to finance the industry’s biggest press into electric cars, with the COVID-19 pandemic only escalating the force to develop into additional versatile to protect liquidity.

Audi has wrestled with operational hiccups that delayed electric-motor vehicle projects intended to help the automaker improved compete with rival Tesla. It also saw numerous board customers depart and previous year struggled with generation bottlenecks activated by stricter emissions-screening procedures in Europe.

The This autumn Sportback e-tron is slated to broaden Audi’s electric-motor vehicle choices following year, flanking the e-tron crossover launched in 2018 as well as the e-tron GT sportscar that will be dependent on technological know-how from Porsche.