Audi South Africa is excited to announce Ricci Birchfield as the company’s new Head of Marketing, Product and PR. Ricci brings more than 18 years of experience in automotive, specialising in marketing, digital strategy and business transformation. With his record in leading digital initiatives and driving organisational growth, Ricci is well-positioned to take Audi South Africa into its next chapter of progress.
Ricci’s career has been defined by a deep understanding of the automotive industry’s rapidly changing landscape. He has held key roles in both the global and local automotive sectors, serving as Head of Digital Business Market Relations at Audi AG, where he led the communication and collaboration of global digital initiatives for Audi’s digital business in Ingolstadt, Germany. Prior to that, Ricci contributed significantly to Audi South Africa’s brand management and digital transformation, playing an integral role in shaping the company’s marketing strategy.
“We’re thrilled to have Ricci join us,” says the Head of Audi South Africa, Sascha Sauer. “Ricci’s extensive experience, particularly in digital strategy and transformation, will be invaluable as we continue to innovate and evolve in the fast-paced automotive industry. His leadership
will play a crucial role in driving our brand’s success and expanding our presence in the
local market.”
In his most recent role at Volkswagen Group Africa, Ricci served as Head of Technology and Business Strategy, where he was instrumental in accelerating digital transformation across the National Sales Organisation (NSO). His leadership helped develop and implement the NSO business strategy, positioning the company to thrive in an increasingly digital world. His efforts in driving innovation and transformative digital projects have been widely recognised, earning him a place as one of South Africa’s Top 50 Digital Transformation Leaders in 2023 and 2024.
Ricci’s commitment to advancing the automotive industry’s digital future is matched by his passion for creating customer-centric solutions that elevate the Audi experience. His vision in his new position at Audi includes enhancing the customer experience through innovative product and marketing initiatives that will strengthen the brand’s position in the market as a leader in design, performance, and digitalisation.
“Coming back to Audi in this role is a special moment for me, not only because of the opportunity to be part of a fantastic team that shapes the Four Rings in South Africa, but because I get to work on a brand that aligns with my core values,” says Ricci. “It is an iconic brand with a progressive spirit. A brand that’s rooted in ‘Vorsprung’, challenging the status quo and having a mindset of constant advancement. This is Audi.”
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