Ricci Birchfield joins Audi South Africa as new head of marketing, product and PR

Audi South Africa has appointed Ricci Birchfield as the company’s new head of marketing, product and public relations, effective 1 February 2025. Birchfield succeeds Tarryn Knight and brings more than 18 years of experience in the automotive industry, specialising in marketing, digital strategy and business transformation.

According to the brand, he has an exceptional track record in leading digital initiatives and driving organisational growth, and is well-positioned to take Audi South Africa into its next chapter of progress.

Birchfield’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 rerlations 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, he 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 in this new role,” says the head of Audi South Africa, Sascha Sauer. “Ricci’s wealth of 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 South African market.”

“Coming back into the Audi brand in this role is a special moment for me, not only because of the opportunity to be part of a fantastic team that shapes and strengthens the brand in South Africa, but because I get to work on a brand that truly aligns with my core values,” says Birchfield. “It’s an iconic brand with a progressive spirit. A brand that challenges the status quo. A brand of substance. This is Vorsprung.”

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