- Coordinated series of high-level management changes across Audi of America, Audi China, Audi Canada, and Volkswagen in Korea.
- Marco Schubert, Audi Board Member for Sales and Marketing: “With our model initiative and high-performing leaders, Audi is well positioned to enhance its competitiveness in both North America and China.”
Audi is undertaking a significant leadership overhaul aimed at fortifying its foothold in two of its most critical markets: China and North America. As of April 1, 2026, Daniel Weissland will transition from President of Audi of America to President of the FAW Audi Sales Company in China. His successor in the U.S. will be Vito Paladino, who is currently at the helm of Volkswagen Group Canada and Audi Canada. Khaled Soussi will take over the leadership of Audi Canada, while Michael Arndt, currently leading FAW Audi, will become Managing Director for Volkswagen Passenger Cars in Korea. Furthermore, Matthias Schepers will step into the role of Vice President for Sales and Marketing at Audi China starting June 1.
This strategic reshuffling is designed to ensure seamless transitions while aligning with Audi’s broader objectives. Marco Schubert, a member of the board for Sales and Marketing, stated that the company is decisively enhancing its brand and sales framework in these pivotal regions. The focus on strong leadership is expected to facilitate improved competitiveness against rivals in both markets.
Weissland has been instrumental as President of Audi of America since 2019, navigating the brand through a challenging landscape. Under his guidance, Audi executed its largest model initiative in U.S. history, a move that has been crucial for brand positioning. His extensive experience, spanning over 25 years in the automotive industry, equips him with a strong network and deep understanding of both Audi and Volkswagen Group dynamics, which he will leverage to drive growth in China.
Michael Arndt’s new role as Managing Director for Volkswagen in Korea follows his impactful leadership at FAW Audi, where he was pivotal in regaining Audi’s top position among premium competitors in 2025. His experience in implementing strategies tailored for the Chinese market is expected to be beneficial as he transitions to a new region.
Vito Paladino, who has led Audi Canada to record-breaking results over the past five years, will now spearhead Audi’s operations in the U.S. His deep regional knowledge and successful track record position him well to elevate Audi’s presence in North America. Meanwhile, Khaled Soussi will take on the reins in Canada, bringing insights from his current role focused on commercial strategy and customer experience.
On June 1, Matthias Schepers will succeed Katy Tsang as Vice President for Sales and Marketing at Audi China. His prior experience in Japan has positioned him as a key figure in establishing Audi as a competitive player in the premium battery electric vehicle (BEV) market. He was also instrumental in forming the Premium Charging Alliance, which created a significant charging network in Japan.
Looking ahead to 2026, Audi plans to continue its model initiative by introducing several new generations of vehicles specifically designed for the Chinese market, alongside a major update to its SUV lineup in the U.S. This dual approach underlines Audi’s commitment to adapting its offerings to meet the evolving demands of these vital markets.
