It's Official: Hackenberg Chief Audi Engineer
Volkswagen today confirmed yesterday’s story, broken by Spiegel Magazine, that Volkswagen development chief Ulrich Hackenberg is taking the reins of Audi’s R&D. The ostensibly lateral move includes a promotion: Hackenberg also becomes chief R&D coordinator of the Volkswagen Group.
Hackenberg replaces luckless Wolfgang Dürheimer. He will move to another, unspecified, “ function within the Group,” and will “remain General Representative of the Volkswagen Group responsible for motorsport.” I guess he’s working on his resume.
Hackenberg’s job at Volkswagen will be taken over by Heinz-Jakob Neusser , a consummate engine man.
Hackenberg will not be capo di tutti capi in the Volkswagen Group though. That job is reserved for Volkswagen CEO Martin Winterkorn, who is not only chief, but also the chief engineer.
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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Nothing like a little boardroom intrigue. Some additional details that have been leaking out speculate that Mssrs. Winterkorn and Durheimer did not share a very cordial relationship. Then again, I understand that Michael Dick was a good friend of Winterkorn but that didn't seem to benefit him very much. In the end, results are what matters.
Results? Durheimer took the job last September. He really didn't have time to do anything but raise the hackles of the wrong people.
seriously, this can't be that bad. Audi has been treading water since 2009 and it's time someone did something about it. Audi is no longer the leader they once were, the technology they offer in their cars is, at this point, outdated. You can get more advanced baubles in a Kia, and LED headlights, the stuff of $4000 option packages on A6's and A8's, are coming to a Corolla near you. Lane Depature system? you can get that on a Focus. And powertrain? Audi A4's are running the latest tweak of an antique 2.0L. Yes, I know that it's a 'new' motor, but Audi has been running some version of the 2.0T since 2006, and unless you're one of the deep Audi initiate, it's same motor that makes a good bit less power than the latest offerings from BMW, M-B, Ford, and even GM. IT's tiem for a change when a $50k+ executive's A4 gets stomped at the traffic light by his secretary's V6 Camry. Even assuming that all other things are competitive, Audi has their house in complete disorder: the Q5 is available with three different motors. The A4 is available with one. The S4 is comically bland and arguably underpowered vs. other offerings such as the SQ5. Where is the 'wow' with that car? I can't see it. The Allroad is a disaster. IT brings almost nothing new to the table. People who want a car with buy and A4, at a lesser cost. People who want an SUV will buy the Q5, also at a lesser cost. Maybe if they had placed the Allroad as a dirt road counterpart to the S4, it would at least make some sense, but they went and put the cheapest drivetrain in the most expensive car they offer in the segment. madness. And alternate drivetrains? Do you think Audi wouldn't have had a hissy fit in an open letter to Tesle if Tesla didn't sell pretty much as many Model S's as Audi sells A8's and A7's combined over the same time period? Have you seen the latest Audi website? the car builder is a joke, and they stripped all the individual options out. where's the 'bespoke' appeal that premium cars used to bring to the table? Buyers might as well go to the VW lot and pick whatever off the lot. I'd also add that the A6/A4/A3 are nigh indistinguishable, but I understand that's under review. Add it all up, and you have a car company making sales based on current inertia, but ultimately in serious long term trouble.