Government support across the region is instrumental in accelerating the shift to electric mobility – paving the way for both infrastructure and innovation. We are also supporting limousine and rental partners in their fleet diversification objectives to incorporate more BEV variants. At Audi, we are fully aligned with this vision. By the end of 2025, we will have introduced more than 20 models in the region, half of which are fully electric – each one designed to deliver the performance, design, and progressive technology that defines our brand. This includes exciting additions like the Audi Q6 e-tron SUV and Sportback and the recently launched A6 e-tron and updated e-tron GT, showcasing our commitment to the future of premium electric mobility with variants to cater for different owner needs & requirements.

We also recognise that with the move to electric comes a growing need for supporting infrastructure. That is why we have worked closely with our partners, such as Siemens, Desert Technologies in KSA, KAHRAMAA, and the Audi EVO charging network in Oman, to ensure a seamless customer experience – from purchase to charging.  Together, we have installed over 150 chargers across the region, including 18 high-power chargers, with the majority located in the UAE and Oman. Notable installations include 21 chargers at the Museum of the Future in Dubai, and chargers in destinations like The Pearl and Doha Oasis in Qatar, Al Mzaar Hotel in Lebanon, and Al Hazm Mall in Doha. Looking ahead, we plan to install additional chargers in Saudi Arabia and Qatar by the end of 2025.

With everything going digital, why are showrooms still important as a touchpoint for consumers and agents alike?

Even in an increasingly digital world, the retail experience in our showroom remains the best place for drivers to truly understand what it feels like to own an Audi. It is where the promise of Vorsprung durch Technik comes to life – where customers can see, feel, and experience our cars up close. With our many new launches in 2025, this is especially important when new technologies and interfaces are introduced. Now is the time to see the future of Audi first hand.

Our recently launched Progressive Showroom Concept reimagines the traditional retail experience, blending modern design, intuitive layout, and personal engagement. It offers immersive journeys guided by our experts who can tailor the experience to each person who enters the showroom. From product walkthroughs to personalised consultations, every element is designed to build confidence and elevate the premium experience Audi is known for.

This was also clearly demonstrated during our recent customer engagement events across the region, Audi Open Haus. While the initiative was centred around bringing tailored packages for customers to find their perfect Audi, the focus remained firmly on experience and interaction with everything associated with Audi. Guests explored the expanding model range, engaged with Audi experts, and connected with the brand in a way that was thoughtful, personal, and true to our premium values. Whether it is a launching a new car or a promotional campaign, every moment in the showroom is crafted to reflect what it means to be part of the Audi world.

Audi is going from strength to strength when it comes to launches. What are your new strategies when it comes to new models or retail?

We are in the midst of Audi’s largest product offensive to date, backed by a well-balanced portfolio designed to meet the needs of a wide range of customers. Each of our cars, while unmistakably Audi, is crafted to resonate with different types of drivers, from performance seekers to tech enthusiasts, to those drawn to refined design.

This diversity allows us to connect with a wider audience while remaining anchored in the values that define our brand both in the way we launch products and how we support them at the retail level. Every new model launch is seen as an opportunity to show innovation and bring customers closer to the brand. This means more curated test drive experiences, integrated campaigns that connect online and offline, and retail formats designed around flexibility. Whether it is combustion or electric drive, we are committed to offering the right mix with the right support, allowing customer to choose based on their lifestyle with no compromise.

Younger consumers seem geared to buy from companies that resonate with their values – how is Audi responding to such evolving tastes, especially in the GCC?

The next generation of consumers are reshaping the landscape, and rightly so. They are looking for brands that speak to their sense of identity, purpose, and progress. At Audi, it is more than just the car itself, the entire creation process is at the forefront – from our evolving electrified technologies to our production practices and materials, we are moving toward a more sustainable future. We are also embracing digitalisation within our vehicles, with expansive displays, intuitive interfaces, connected services and smart technology that enhance the in-car experience. Our new A5 Sedan along with regional favourites such as the new Q5 have been designed with these expectations in mind; combining progressive design, digital sophistication, and everyday versatility. But beyond the car, it is also about how we communicate, collaborate and show up in culture. We are engaging with increasingly diversified communities through partnership, storytelling, and experiences that reflect their values while staying true to our DNA.

Audi, with its legendary motto Vorsprung durch Technik (Progress through Technology), had long stood apart from the competition. Can you tell us more about where things are going media-wise in the region?

Vorsprung durch Technik goes beyond a motto and is a mindset that informs every Audi we bring to market and everyone who lives and breathes Audi every day. Whether it is the design language, the driving dynamics, or the technology inside the cabin, each car embodies progress in a way that is tangible, not theoretical. That is the power of real progress – you can see it, hear it, and feel it. Our Audi experts across the region are ready to ensure every part of our tradition and progress is translated into a leading experience.

That is what continues to set us apart.

From a media perspective, our role is to bring this philosophy to life, through storytelling that highlights the real innovation behind the badge. It is less about the hard sell and more about revealing what is already there. As audiences get savvier, they want authenticity over advertising, and Audi delivers. So, whether it is a product film, a showroom visit, or a headline on launch day, we always let the car do most of the talking. We just make sure people are listening.

The campaign features Khaseibah, an extraordinary Emirati grandmother who has dedicated her life to preserving Emirati heritage, alongside her granddaughter, Reem. Demonstrating exceptional linguistic and sporting abilities, Reem has earned gold, silver, and bronze medals in various competitions for determined individuals. Moreover, Reem is a gifted artist, displaying prowess in drawing, stitching, embroidery, and crafting handmade treasures. Azeizah Al Hassani, an Emirati trailblazer and the first female engineer in the sector of unconventional resources in the UAE forms the third inspirational figure in the campaign. 

Claire Jackson, Marketing Manager at Audi Abu Dhabi, said, “Audi Abu Dhabi stands firm in its commitment to progress and innovation that is also inclusive and equitable. With this campaign, we aim for these exceptional women’s narratives to inspire and empower women in the UAE to pursue their passions and turn their dreams into reality.”

Photo Credit: Audi Abu Dhabi

The automotive industry is entering a new era. An era marrying digitalization with electrification, on a path to a more sustainable future for people everywhere. At Audi, we believe that the future is more than just an attitude and aspire to seek possibilities where others see impossibilities. By adopting this progressive mindset and aligning with like-minded partners, we have been able to emerge as a leader in the premium mobility segment during this crucial time.

Premium mobility is and has always been a part of our identity. The four rings have served as a timeless, universal, and multicultural symbol of progress, and this is something we aim to showcase with our partnership with the Museum of the Future, aptly described as the most beautiful building in the world.

This first-of-its-kind museum presents Dubai’s vision of a hopeful and brighter future, focusing on creativity, imagination, technology, sustainability, and innovation – a place where history will be made, rather than displayed. This partnership offers a fascinating symbiosis of design and experiences, reflecting what the mobility of the future could look like.

It will allow us to combine the vision of automated driving and revolutionary new digital ecosystems to provide answers to the questions around mobility of the future, serving as a place for visitors to experience Audi’s vision of tomorrow for the first time in the Middle East, at the “Tomorrow Today” exhibition.

This is where my role as Communications Director for Audi in the Middle East offers me such a great opportunity. My team and I are committed to ensuring we have the right strategies and campaigns in place to connect with our audiences. Already, two showcars that embody our plans for tomorrow have been exhibited. The Audi AI:ME, a concept that holds a vision of an automated driving experience for the megacities of the future; and the Audi Skysphere, the first in a family of Audi concept cars developed with one goal: to envision an automotive future where the car is an experience device. The electric two-door roadster combines the vision of automated driving, a revolutionary new interior design, and a fully integrated digital ecosystem.

A third exhibit, the A6 Avant e-tron concept, has just made its way to the museum as well and is testament to how our brand will make an evolutionary leap into the e-tron era. It is a precursor to tomorrow’s electrically driven Audi A6 family and is evident in tiny details such as revolutionary light technology, a brand-new Premium Platform Electric (PPE) technology platform, and sleek design language.

With our history in mind and an eye looking forward, these concepts embody what Audi stands for as a brand, and what we aim to accomplish. A complete reimagination of what the future of mobility could look like for generations to come – for citizens of the UAE, the region, and the world.

The museum partnership is a statement of intent for us as a brand, our electrification strategy, and the e-tron brand. For Audi, the future is electric and we have a clear plan for the transition toward electromobility. 400% year-on-year sales growth in our region further underlines this commitment.

Production of the last new model with a combustion engine will begin in 2025, while all other Audi models to be launched on the global market from 2026 will be fully electric.

Through this partnership, we want to change the way customers in the Middle East experience or interact with Audi. We also want to give people a glimpse into the future as we anticipate it, promising a better tomorrow. We want to create experiences that are priceless, powerful, and most importantly progressive.

I invite you to visit the Museum of the Future and join us on our journey to tomorrow.