“These strategic and well‑orchestrated personnel changes strengthen the Brand Group Progressive worldwide. We rely on leaders who combine market expertise, operational excellence, and technical competence,” said Audi CEO Gernot Döllner. “With his deep technical expertise and strong product and brand competence, Fermín Soneira brings the ideal qualifications to shape the future of Lamborghini as a technology‑driven supercar brand. Fred Schulze assumes responsibility for AUDI in China. A China expert with extensive experience in premium production and holistic vehicle development, he will further sharpen the strategic profile of the young brand and scale its operations. Thomas Bogus, an experienced electric vehicle specialist with deep knowledge of the full value chain, will take the helm at the Neckarsulm plant. With his technical expertise and strategic experience, he will position the Neckarsulm plant to remain competitive over the long term.”
The Audi Group is pressing ahead with its global transformation at a rapid pace. Automobili Lamborghini is consistently advancing its electrification strategy and is already the first supercar brand with a fully hybridized model portfolio. The new AUDI brand is quickly expanding its product portfolio in China: following the start of series production of the AUDI E5 Sportback last year, the AUDI E7X will follow in 2026, with another model planned for 2027. In addition to its expertise in the development and production of premium-class models, the Audi Neckarsulm site is further strengthening its position as a center for artificial intelligence.
