Audi Singapore welcomes new managing director

Audi Singapore has announced that it has appointed Martin Bayer as its new managing director, effective this month.

Bayer takes the helm from outgoing managing director Markus Schuster, who took the job in August 2019. Since then, Schuster has helped steer the brand through the pandemic, and subsequently, as Singapore re-opened.

Schuster was also instrumental in guiding Audi as it pivoted from being an importer and having a dealer, to a direct-to-consumer business model. Singapore is Audi's first market to make this switch.

Martin Bayer has been with Audi for the past 26 years

In line with this, Audi opened the House of Progress, its flagship showroom located along Cross Street, earlier this month. Bayer will lead the brand's overall omnichannel business strategy, to enhance Audi's competitiveness and customer experience.

Bayer has been with Audi for 26 years. Before he moved to Singapore, he was Director of Sales for Audi AG's Latin America and Eastern Europe business, overseeing sales, aftersales and profits for 30 markets. Bayer pioneered the direct sales models in Brazil and Argentina and introduced progressive showroom concepts in other locations as well.

Bayer's tenure with the brand has given him extensive experience across a range of roles that include product and sales, too. He has led the marketing and sales for the Audi A4, A5 and Q5 in Germany, and has managed financial services operations as well.

His career also saw him spearheading and restructuring sales for Audi AG's high-profile VIP customers, as well as headin up Product Marketing for Audi Italia.

"I am excited to be stepping into the Managing Director role at Audi Singapore, and joining at such a promising phase of our business," said Martin Bayer, Managing Director, Audi Singapore.

He continued, "With my cross-function expertise, global experience, and strong network across the Audi Group, I am confident of continuing Audi Singapore's success together with the team in this new era."