Audi appoints new Head of Marketing, Product and PR

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.

25 Audi Ricci1

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.”

The Audi South Africa management team: Sascha Sauer (Head of Audi South Africa), Ashley Reddy (Head of Aftersales and Dealer Network Management), Ricci Birchfield (Head of Marketing, Product and PR) and Asif Hoosen (Head of Retail, Planning and Supply Chain).

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.”

More Industry News stories

Changes at the top at MBSA

Changes at the top at MBSA

Mercedes-Benz South Africa Limited (“MBSA”) announced personnel changes within its executive committee.

  • 25 June 2025
Higher demand for used cars in May

Higher demand for used cars in May

The South African used car market experienced positive growth in May 2025, with year-on-year (YoY) and month-on-month (MoM) increases indicating a positive consumer sentiment in the fifth month of the year.

  • 24 June 2025
BAIC SA, the official vehicle sponsor Y20 Summit 2025

BAIC SA, the official vehicle sponsor Y20 Summit 2025

BAIC South Africa announced its role as the official vehicle sponsor of the Y20 Summit South Africa 2025, providing a fleet of BAIC vehicles to support the transport needs of delegates, organisers and VIP guests at one of the most important gatherings of brave young minds on the planet.

  • 23 June 2025