He takes on the role after Audi Australia director and Volkswagen Group Australia managing director Paul Sansom acted in a caretaker role since July 2021. The position was previously held by Nikki Warburton.
Mr Reid was previously in charge of marketing and product planning at Volkswagen Commercial Vehicles. He has been with Volkswagen in various roles since 2013, when he joined from Kia. Previously, he held product planning roles at Honda and Peugeot.
During his time with Volkswagen Commercial Vehicles, Mr Reid’s team delivered multiple award-winning 360-degree marketing campaigns, including “Walkinshaw Station” for the Amarok in 2021; “Parked” in 2019; and “Too Powerful For You” in 2018.
He led the partnership with Melbourne-based Walkinshaw Automotive to produce premium vehicles for the Australian market including the Amarok W-Series high-performance ute.
More than 1000 W-Series utes have been delivered to Australian customers.
He also developed the Volkswagen California lifestyle brand, which produced a range of versatile vans targeted at adventure seekers.
Mr Sansom said Mr Reid had “an impressive track record of success within the industry and especially within the Volkswagen group”.
“He has played a crucial role in the overwhelming success of Volkswagen Commercial Vehicles over most of the past decade and I am excited to see him drive continued growth for Audi in the years ahead.”
Mr Reid said he was “thrilled to take on this amazing opportunity to shape the future of Audi in Australia, truly one of the most innovative brands in the automotive market”.
“Premium mobility is evolving at a rapid rate and Audi is playing a leading role in this transition. I look forward to working with the incredible Audi team to bring this exciting story to life for Australians.”
By Neil Dowling
