Audi South Africa is pleased to announce the appointment of Markus Schuster as its new country lead, effective September 2025.
Markus joins Audi South Africa with more than two decades of global automotive experience across Germany, Italy and Singapore. Most recently, he served as Managing Director of Audi Singapore, where he successfully led the transformation of the subsidiary into Audi’s first direct-to-customer franchise worldwide.
His pioneering approach put the customer experience at the focus of Audi Singapore's activities, combining a multichannel sales platform with the Audi House of Progress Singapore.
“I feel honoured to take on the role of Head of Audi South Africa,” he says. “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.”
Director Sales and Marketing of Volkswagen Group Africa, Simphiwe Nghona, 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 growth phase.”
Markus’s appointment comes at a pivotal time for the brand. Audi South Africa is preparing to launch 21 new models over the next two years, underscoring its confidence in the local market. These include key additions such as the new Audi Q7 & Q8 range, the refreshed Audi A3 range, and the all-new Audi A5 Sedan, with the highly anticipated new Audi Q3 and Audi Q5 set to follow in 2026.
Recent investments of Audi's retail partners, including the flagship Audi Centre Sandton dealership with its state-of-the-art architecture and digital integration, demonstrate Audi’s commitment to redefining the premium retail experience in South Africa.
Drawing on his success in advancing Audi Singapore’s electrification strategy, including the introduction of several e-tron models and pioneering charging innovations, Markus is poised to drive Audi South Africa’s next chapter in sustainable mobility.
His approach to balancing customer expectations with technological advancement has been instrumental in establishing Audi as a progressive premium brand in competitive markets.
As fuel prices continue to climb across South Africa, many motorists are beginning to question whether owning a car still makes financial sense. With in-land petrol prices now at R26.63 a litre and diesel costs rising sharply in May, transport expenses are placing growing pressure on household budgets.
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Pinewood.AI has added two new embedded modules to its Business Intelligence Solution, giving dealers and OEMs greater insight into financial performance and the customer journey, it says.
Margins are shrinking, customers are under financial strain, and competition is intensifying across South Africa’s motor retail sector. Against this backdrop, dealerships are being forced to rethink how they remain profitable while still building customer trust and long term sustainability.
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