Henrik Wenders to be responsible for the Audi brand, Sven Schuwirth to focus on the Digital Business

Apr 1, 2020   People

Henrik Wenders is taking over responsibility for the realignment and global marketing of the brand with the Four Rings. As Senior Vice President Audi Brand he will be in charge of Brand Strategy, Customer Insights and Brand Communication as well as Digital, Experiential and Sports Marketing. Sven Schuwirth, who previously held the position, will be responsible for the area “Digital Experience and Business“.

With immediate effect, both of these central pillars are to be transformed on an organisational level into two independent areas and reinforced personnelly.


With Henrik Wenders, an experienced brand and marketing professional with a high level of expertise regarding the topics China, electric mobility and digitalisation is strengthening Hildegard Wortmann’s team. Most recently, he developed the Chinese start-up Byton into a global fully-electric premium brand within three years as Vice President of Marketing. He was also responsible for digital and vehicle product management as well as the development of an after sales & service and market entry strategy.


As a creative entrepreneur, he embodies a pioneering spirit, which he will use to bring the Four Rings further forward: “Based on its unique history with ‘Vorsprung durch Technik,’ the Audi brand offers an outstanding starting point in the age of electrification and digitalization. With fascinating technology, pioneering design and a comprehensive experience, our customers will witness and feel the future. We are not just creating mobility; we are making everyone who encounters the Audi brand part of this progress,” said Henrik Wenders.


The 47-year-old manager began his professional career in 1992 as an advertising sales assistant. He also was consultant at the advertising agencies Grey Group Central Europa and Jung von Matt. He became Member of the Board of Management for Marketing and Sales at the online marketing company 100world.media AG in 2001.


Henrik Wenders held various management positions at BMW AG from 2002 to 2016. He was most recently responsible as Vice President Product Management BMW i for communication, sales and after sales in the electric car division. He moved to Byton Ltd. in 2016, first to Hong Kong and then to Shanghai. Henrik Wenders started in the Audi AG Sales and Marketing Division in January 2020 and since April 1, 2020 he is in the position of Senior Vice President Audi Brand. 


With its digital solutions, Audi is creating a comprehensive premium mobility experience that blends in seamlessly with the digital daily lives of customers. The company’s “Digital Experience and Business“ area, headed by Sven Schuwirth, focuses primarily on premium services in and around the car, new mobility services, establishing a digital ecosystem and digital commerce.


“The development of new, digital business models is a clear priority for us. We are ensuring that the digital user experience is brand-specific,” said Sven Schuwirth. Schuwirth has over 20 years of industry experience in various fields in the area of sales and marketing. He built up the growth area of digitalisation at Audi from the start and has thus shaped it considerably.

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