Audi South Africa has appointed Ricci Birchfield as the company’s new Head of Marketing, Product and PR. Ricci brings more than 18 years’ experience in the automotive industry, specialising in marketing, digital strategy and business transformation.
Ricci’s career has been defined by a deep understanding of the industry’s rapidly changing landscape. He has held key roles in both the global and local automotive sectors, serving as Head of Digital Business Market Relations at Audi AG, where he led the communication and collaboration of global digital initiatives for Audi’s digital business in Ingolstadt, Germany. Prior to that, Ricci contributed significantly to Audi South Africa’s brand management and digital transformation, playing an integral role in shaping the company’s marketing strategy.
“We’re thrilled to have Ricci join us,” says the Head of Audi South Africa, Sascha Sauer. “His extensive experience, particularly in digital strategy and transformation, will be invaluable as we continue to innovate and evolve in the fast-paced automotive industry. His leadership will play a crucial role in driving our brand’s success and expanding our presence in the local market.”
In his most recent role at Volkswagen Group Africa, Ricci served as Head of Technology and Business Strategy, where he was instrumental in accelerating digital transformation across the National Sales Organisation (NSO). His leadership helped develop and implement the NSO business strategy, positioning the company to thrive in an increasingly digital world. His efforts in driving innovation and transformative digital projects have been widely recognised, earning him a place as one of South Africa’s Top 50 Digital Transformation Leaders in 2023 and 2024.
“Coming back to Audi in this role is a special moment for me, not only because of the opportunity to be part of a fantastic team that shapes the Four Rings in South Africa, but because I get to work on a brand that aligns with my core values,” says Ricci. “It is an iconic brand with a progressive spirit. A brand that’s rooted in ‘Vorsprung’, challenging the status quo and having a mindset of constant advancement. This is Audi.”
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South Africa's new vehicle market sustained strong momentum in August 2026, with aggregate sales increasing by 11,4% year-on-year to 57 898 units, says the Automotive Business Councill | naamsa.
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