The times are changing at Audi! As the brand with the rings navigates between global crises and internal transformation, a leadership change is on the horizon for its communications. Dirk Arnold, the captain of difficult times, is retiring, leaving the reins to Carolin Strunz from January 2026.
A journey under pressure
Dirk Arnold has weathered many storms. From the coronavirus pandemic to the repercussions of the conflict in Ukraine, he has successfully steered Audi Communications through turbulent waters. Imagine a sailor facing raging waves while trying to keep a steady course towards a calm port. This is somewhat akin to what he had to manage, juggling economic challenges and the need to adapt the brand’s communication to uncertain times.
His departure at the end of the year leaves a void, but not just any void. He has transformed Audi into a resilient brand, capable of facing the challenges of a changing world. His record is that of a man who has confronted adversity with determination, but also with a clear vision for the future. As his legacy slowly fades, a new star is about to shine.
A new era with Carolin Strunz
From January 1, 2026, Carolin Strunz will take the helm as Vice President of Global Communications and Corporate Affairs. A key role during a time when Audi is striving to redefine its image while strengthening its market position. If Dirk Arnold was the builder in the face of adversity, Carolin Strunz could well be the visionary who will lead Audi to new horizons.
With solid experience in communications and public affairs, Strunz is ready to tackle this colossal mission. One can imagine her approaching this challenge like a conductor, directing a complex symphony where every note must resonate perfectly to captivate the audience and investors.
An essential transformation
As the automotive industry undergoes significant changes, Audi must continue to adapt to new consumer expectations and increasing environmental demands. The German manufacturer, known for its technological innovations and elegant design, cannot afford to rest on its laurels. Audi’s transformation is not limited to its models or production; it also encompasses its way of communicating.
Carolin Strunz will therefore need to demonstrate boldness and ingenuity. With the increasing electrification of the Audi range and the need for transparent communication around environmental issues, the task is no small feat. Imagine a dance where every step must be measured to avoid stumbling – this will be her daily reality in the months and years to come.
The future of Audi
By taking this new direction, Audi hopes not only to strengthen its presence in the global market but also to secure a prominent place in the future of the automobile. Between electrification and digitalisation, the German manufacturer is betting on a bold strategy that could redefine the contours of the industry.
With Carolin Strunz at the helm, it is highly likely that Audi will adopt a more modern and engaging tone in its communication. The lingering question is whether this transition will be as smooth as a tight turn on a racetrack or if obstacles will hinder this ambition.
A promising continuity
The handover between Dirk Arnold and Carolin Strunz represents an essential continuity for Audi. In an era where communication reigns supreme and brand image can be built or destroyed in just a few clicks, this transition is set to be crucial. The direction chosen by Audi could well be the lever that propels the brand to new heights.
Strunz will need to gauge the challenges ahead while remaining true to Audi’s core values. Her mission will be comparable to that of a rally driver: navigating through unpredictable terrains while keeping control of her machine. The future looks exciting, both for enthusiasts and industry observers.
