Audi Australia appoints new GM marketing

Former Volkswagen commercial vehicle marketer takes on Audi brand responsibility locally


Audi Australia has confirmed Volkswagen senior marketing leader Nick Reid, as its new general manager of marketing.  

In his new role, Reid takes responsibility for Audi’s marketing communications, customer marketing, digital and product planning. His appointment follows the departure of Audi’s former chief customer and marketing officer, Nikki Warburton, mid last year.  

Reid has spent nearly 10 years with Volkswagen Australia, the last four-and-a-half years as national marketing and product manager for the commercial vehicles portfolio. Milestone achievements during his tenure included a number of award-winning marketing campaigns, including ‘Walkinshaw Station’ (2021), ‘Parked’ (2019) and ‘Too Powerful for You’ (2018), along with shaping the Volkswagen California lifestyle van brand.    

The company also noted Reid led the partnership with Melbourne-based Walkinshaw Automotive to produce premium, enhanced vehicles for the Australian market, such as the Amarok W-Series high-performance utility. More than 1000 W-Series vehicles have been delivered to Australian customers since April last year.  

Prior to this, Reid was with Kia in sales and product manager positions. He’s also previously held product planning roles at Honda and Peugeot.    

“Nick has an impressive track record of success within the industry, and especially within the Volkswagen Group,” said Audi Australia managing director and MD of Volkswagen Group Australia, Paul Sansom. Reid reports directly to Sansom, who has been leading the marketing function since July 2021.  

“Nick has played a crucial role in the overwhelming success of Volkswagen Commercial vehicles over most of the last decade and I am excited to see him drive continued growth for Audi in the years ahead.”  

Reid said he was thrilled to take on the opportunity of shaping the future of Audi in Australia.

“It’s truly one of the most innovative brands in the automotive market,” he commented. “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.”  

Audi Australia and Volkswagen Group announced their intention to merge location operations and sales into a single entity locally last year, with Audi coming under the Volkswagen Group Australia national sales company in February 2021.

As part of this decision, the company said all five brands within its portfolio - Audi/Volkswagen Group, Volkswagen passenger vehicles, Volkswagen commercial vehicles, Cupra and Skoda - have their unique identity and cater for distinct customer groups.

As of December 2021, Michal Szaniecki assumed the role of brand director of Volkswagen passenger vehicles. He relocated from Poland, where he was director of SEAT and Cupra before. Prior to this, he was Volkswagen’s senior marketing manager in that country. Overseeing Volkswagen commercial vehicles is director, Ryan Davies. Former marketing leader for Volkswagen Australia, Ben Wilks, also remains with the group as brand director of the Cupra business, while Michael Irmer is the director of the Skoda business locally.

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