Skip to main content

VW's Audi swaps R&D chiefs as criticism grows: source

Volkswagen's ( id="symbol_VOWG_p.DE_0">VOWG_p.DE) Audi unit will swap development chiefs for a second time in less than a year, causing a stir at the luxury carmaker as it fights to close the gap with rival BMW.

Wolfgang Duerheimer, previously CEO of ultra-luxury brands Bentley and Bugatti, will be sacked 10 months after becoming Audi development chief and replaced by VW brand research head Ulrich Hackenberg, a person familiar with the matter told Reuters on Thursday.

German magazine Spiegel Online reported the latest reshuffle earlier in the day.

The departure of Duerheimer, a former Porsche executive, follows growing criticism by top managers at VW group who think their premium brand's surge is losing momentum.

Audi, which touts "advancement through technology", has become a follower of technology trends too often set by luxury-market leader BMW ( id="symbol_BMWG.DE_1">BMWG.DE) and is too dependent on China, a senior VW group executive said in a recent interview.

 

"Audi doesn't uncover new market segments and too often borrows VW group technology," said Ferdinand Dudenhoefer, head of the CAR think tank at the University of Duisburg-Essen, Germany. "Their sales slogan doesn't meet the requirements."

A spokesman for parent VW declined to comment. Audi did not return calls seeking comment.

Duerheimer's dismissal comes only 10 months after the last management shake-up at Audi forced three executives out of their jobs.

While Duerheimer stopped the planned electric versions of the two-seater R8 supercar and the diminutive A1 hatchback, BMW is preparing to launch this year its i3 electric vehicle that sports a lightweight carbon-fiber skeleton.

The i3's arrival throws Audi further behind its main rival on an alternative powertrain technology that may drive future growth and ends the brand's pioneering role in lightweight construction, said Dudenhoefer, noting Audi in 1994 launched the first premium car worldwide with a body fully made of aluminum.

Still, Audi is making good progress in sales after eclipsing Daimler's ( id="symbol_DAIGn.DE_2">DAIGn.DE) Mercedes as the world's second-biggest luxury carmaker two years ago, shrinking the gap with BMW to no more than 11,000 cars after five months this year.

Hackenberg, Duerheimer's successor, has pioneered VW's modular platform strategy that may help the German multi-brand group to hit the top of the global sales chart several years ahead of its 2018 target.

The modularity enables VW to design, engineer and build a variety of vehicle size and shapes - from a subcompact Polo hatchback to a full-size, seven-passenger crossover - at lower cost and in shorter time.

Hackenberg, a close confidante of Volkswagen CEO Martin Winterkorn, served at Audi before in various development-related positions between 2002 and 2007, assisting Winterkorn, who was then still head of the brand.

(Additional reporting by Christiaan Hetzner; Editing by Marilyn Gerlach, Elaine Hardcastle and Dale Hudson)

Popular posts from this blog

Study Abroad USA, College of Charleston, Popular Courses, Alumni

Thinking for Study Abroad USA. School of Charleston, the wonderful grounds is situated in the actual middle of a verifiable city - Charleston. Get snatched up by the wonderful and customary engineering, beautiful pathways, or look at the advanced steel and glass building which houses the School of Business. The grounds additionally gives students simple admittance to a few major tech organizations like Amazon's CreateSpace, Google, TwitPic, and so on. The school offers students nearby as well as off-grounds convenience going from completely outfitted home lobbies to memorable homes. It is prepared to offer different types of assistance and facilities like clubs, associations, sporting exercises, support administrations, etc. To put it plainly, the school grounds is rising with energy and there will never be a dull second for students at the College of Charleston. Concentrate on Abroad USA is improving and remunerating for your future. The energetic grounds likewise houses various

Best MBA Online Colleges in the USA

“Opportunities never open, instead we create them for us”. Beginning with this amazing saying, let’s unbox today’s knowledge. Love Business and marketing? Want to make a high-paid career in business administration? Well, if yes, then mate, we have got you something amazing to do!   We all imagine an effortless future with a cozy house and a laptop. Well, well! You can make this happen. Today, with this guide, we will be exploring some of the top-notch online MBA universities and institutes in the USA. Let’s get started! Why learn Online MBA from the USA? Access to More Options This online era has given a second chance to children who want to reflect on their careers while managing their hectic schedules. In this, the internet has played a very crucial in rejuvenating schools, institutes, and colleges to give the best education to students across the globe. Graduating with Less Debt Regular classes from high reputed institutes often charge heavy tuition fees. However onl

Sickening moment maskless 'Karen' COUGHS in the face of grocery store customer, then claims she doesn't have to wear a mask because she 'isn't sick'

A woman was captured on camera following a customer through a supermarket as she coughs on her after claiming she does not need a mask because she is not sick.  Video of the incident, which has garnered hundreds of thousands of views on Twitter alone, allegedly took place in a Su per Saver in Lincoln, Nebraska according to Twitter user @davenewworld_2. In it, an unidentified woman was captured dramatically coughing as she smiles saying 'Excuse me! I'm coming through' in the direction of the customer recording her. Scroll down for video An unidentified woman was captured dramatically coughing as she smiles saying 'Excuse me! I'm coming through' in the direction of a woman recording her A woman was captured on camera following a customer as she coughs on her in a supermarket without a mask on claiming she does not need one because she is not sick @chaiteabugz #karen #covid #karens #karensgonewild #karensalert #masks we were just wearing a mask at the store. ¿ o