JOHANNESBURG, South Africa – October 2025: Audi South Africa has announced the appointment of Markus Schuster as its new Country Lead, effective September 2025, marking the beginning of an exciting new chapter for the brand. The appointment underscores Audi’s enduring commitment to the South African market and its vision for shaping the future of premium mobility across the continent.
Schuster brings with him over two decades of international automotive experience, having held senior leadership roles across Germany, Italy, and Singapore. Most recently, he served as Managing Director of Audi Singapore, where he spearheaded the transformation of the subsidiary into Audi’s first direct-to-customer franchise globally — a benchmark initiative that placed customer experience at the heart of the business. Under his leadership, Audi Singapore integrated digital retail channels with the Audi House of Progress Singapore, setting new standards for premium automotive engagement.
“I feel honoured to take on the role of Head of Audi South Africa,” says Schuster. “South Africa is not only Audi’s biggest market on the continent, but also offers a dynamic, sophisticated and challenging automotive landscape. I look forward to working with our local team to continue building Audi’s presence and delivering progressive premium mobility solutions for our customers.”
Simphiwe Nghona, Director of Sales and Marketing at Volkswagen Group Africa, adds:
“Markus brings with him a track record of innovation and customer-focused transformation. His international perspective and leadership will be invaluable as Audi South Africa enters its next phase of growth.”
Strengthening Audi’s Presence in South Africa
Schuster’s arrival coincides with a period of significant product and brand expansion. Over the next two years, Audi South Africa will launch 21 new models, reinforcing its confidence in the strength and sophistication of the local market. Among these will be key introductions such as the new Audi Q7 and Q8 range, the refreshed Audi A3, and the all-new Audi A5 Sedan, while the next-generation Q3 and Q5 are slated to debut in 2026.
Recent developments within Audi’s retail network further signal the brand’s long-term investment. Flagship sites such as Audi Centre Sandton—with its state-of-the-art architecture, immersive digital displays, and refined customer experience—exemplify Audi’s strategy of redefining the premium retail experience in South Africa.
Driving Sustainable Mobility
Schuster’s leadership in Singapore was defined by his forward-thinking approach to electrification and sustainability, where he guided the successful rollout of e-tron models and pioneering charging solutions. His experience in navigating the intersection of customer expectation, technology, and sustainability will be instrumental as Audi South Africa advances its local e-tron strategy and strengthens its position as a leader in progressive premium mobility.
“Our future is electric, connected, and customer-centric,” Schuster notes. “I’m excited to bring Audi’s global expertise to South Africa and to help accelerate the transition towards sustainable luxury mobility in this important market.”
Continuity and Future Focus
Building on the strong foundations established by Audi South Africa’s leadership team, Schuster’s mandate is both clear and ambitious: to maintain strategic continuity while propelling the brand forward through digital transformation, enhanced customer engagement, and sustainable mobility initiatives.
His appointment reaffirms Audi’s long-term commitment to South Africa—not only as a commercial hub, but as a market of innovation, opportunity, and progress within the brand’s international network.
As Audi enters this new era under Schuster’s leadership, the brand stands poised to shape the next chapter of premium mobility in South Africa—where innovation, sustainability, and customer experience converge to define the future of the four rings.
