Audi reshuffles global leadership as part of strategic reorganization

Friday 27 February 2026 - 13:20

By: Dakir Madiha

Audi reshuffles global leadership as part of strategic reorganization

Audi has announced a broad executive reshuffle across its key markets in North America, China, Canada, and South Korea, effective April 1, as part of efforts to strengthen its global operations and boost sales in underperforming regions. The German automaker described the move as part of its most extensive product launch initiative in company history.

Daniel Weissland, who has led Audi of America since 2019, will relocate to China to become president of the FAW Audi Sales Company, the joint venture responsible for Audi’s sales in the country. His position in the United States will be filled by Vito Paladino, currently president and CEO of Volkswagen Group Canada and head of Audi Canada. Paladino will serve as president of Audi of America and head of the Audi North America region, based in Reston, Virginia.

Khaled Soussi, who oversees commercial strategy and customer experience at SEAT S.A., will take over as president of Audi Canada. Michael Arndt, the current head of FAW Audi Sales Company, is set to become managing director for Volkswagen Passenger Cars in Korea. Additionally, effective June 1, Matthias Schepers, head of Volkswagen Group Japan and Audi Japan, will assume the role of vice president for sales and marketing at Audi China.

Marco Schubert, Audi’s board member for sales and marketing, said the appointments reflect a strategic effort to reinforce leadership and competitiveness. “With our model initiative and these high-performing leaders, Audi is well positioned to enhance its competitiveness in both North America and China,” he stated.

The leadership transition follows a challenging year for Audi. In the United States, the company delivered 164,942 vehicles in 2025, a 16 percent drop from the previous year and its weakest annual result of the decade. North America overall saw a 12 percent decline in deliveries. In China, sales fell 5 percent to around 618,000 units, although Audi regained its position as the leading premium brand in that market.

Paladino, a Canadian national with nearly three decades in the automotive industry, earned recognition for guiding Audi Canada to record sales and achieving the top position among premium automakers. Commenting on his new role, he said he looked forward to working with U.S. dealers to drive performance during Audi’s historic model ramp-up.

The company plans to continue its product offensive in 2026, introducing new SUV generations in the U.S. and several locally developed models in China, including the Audi A6L, A6L e-tron, Q5L, and the electric AUDI E7X. With new leadership and products coming to market, Audi aims to reverse two consecutive years of declining sales amid tariff pressures in the United States and fierce competition in China’s fast-evolving EV sector.