He will lead the way for Audi Singapore to ensure its smooth transition to a direct-to-consumer business model

Audi Singapore has appointed Martin Bayer as its Managing Director to manage its recent transition to a direct-to-consumer business model, a first-of-its-kind venture for Audi. He takes the wheel from Markus Schuster, who will be moving on from his role and announcing his future plans in the coming weeks.

With his new position, Bayer will take charge of Audi’s omnichannel retail strategy and ensure the smooth operations of its new direct-to-consumer method, which aims to strengthen Audi’s customer experience. This is in conjunction with the recent launch of Audi House of Progress Singapore, Audi Singapore’s new online retail platform.

With over 26 years of experience with the Audi Group, Bayer has accumulated extensive automotive experience across a range of brand, product and sales roles. Previously, Bayer was the Director of Sales for the Latin America and Eastern Europe business for AUDI AG. During this period, he managed sales, aftersales and profits for 30 different markets and pioneered direct sales models in Brazil and Argentina. He also played a pivotal role in Audi’s venture into BEVs (battery electric vehicles), as well as the introduction of the new Audi progressive showroom concept in several locations.

Throughout his career at Audi AG, Bayer has also been a key player in the German market,  handling product marketing while managing sales and financial service operations for the Audi A4, A5 and Q5. Furthermore, he has been integral in managing and restructuring sales for AUDI AG’s esteemed VIP customers and improved Audi Italia’s Product Marketing division to ensure its financial growth and solid long-term planning.

“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. “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.”

Bayer’s appointment as Audi Singapore’s Marketing Director comes in tandem with the recent opening of Audi House of Progress Singapore, Audi’s sole Singapore showroom which doubles as a lifestyle destination. Right in the heart of Singapore’s Central Business District, the showroom revolves around four key pillars – Performance, Lifestyle, Sports, and Dining – offering something for customers, enthusiasts and curious visitors alike. Audi House of Progress Singapore is located at 18 Cross Street, Cross Street Exchange (S048423) and is open daily from 10am to 7pm.

Text: Tan Kai Wyn
Photos: Audi Singapore