Audi SG names new MD to spearhead direct-to-consumer business model

Audi Singapore has appointed Martin Bayer (pictured) as its new managing director. The appointment comes on the back of Audi's recent transition to a full direct-to-consumer (DTC) business model, and the grand opening of the company's 'House of progress' in Singapore, Audi's new flagship showroom and lifestyle destination, on 13 February this year.

In his new role, Bayer will lead the business in the wake of its transition to a DTC retail model, a first for any Audi market globally. He will also take charge of overall omnichannel business strategy, strengthening Audi’s competitive positioning and customer experience in tandem with the recent launch of 'House of progress' in Singapore, as well as a new Audi online retail platform.

Bayer joined Audi Singapore in February 2025 and has been with the Audi Group for over 26 years to date. Prior to Audi Singapore, he concluded a tenure as director of sales for the Latin America and Eastern Europe business for AUDI AG, where he oversaw sales, aftersales and profit for 30 markets, and pioneered direct sales models in Brazil and Argentina.

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He also was responsible for the battery electric vehicle (BEV) transformation. Furthermore, he introduced the new Audi progressive showroom concepts in multiple locations.

In his time at AUDI AG, Bayer has accumulated extensive automotive experience across a range of brand, product and sales roles. Across his career, he has led product marketing and driven sales for the Audi A4, A5 and Q5 for the German market, and managed all financial services operations.

He has also spearheaded and restructured sales for high-profile customers at AUDI AG, and helmed product marketing for Audi Italia, focusing on driving growth and long-term volume planning.

Prior to his time at Audi, Bayer was the head of product marketing for Volkswagen Group Italia. 

Speaking on his new role, Bayer said, “I am excited to be stepping into the managing director role at Audi Singapore and joining at such a promising phase of our business. With my cross-function expertise, global experience, and strong network across the Audi Group, I am confident of continuing Audi Singapore’s success together with the team in this new era.”

Alongside Bayer’s entry into Audi Singapore, as well as wider business transitions, the Audi 'House of progress' in Singapore is now officially open. It is Audi’s new flagship showroom and lifestyle destination, and the brand’s new home in the country.

Situated at the crossroads of Singapore’s central business district and the Chinatown precinct, the space is built around four key pillars, performance, lifestyle, sports, and dining, bringing customers, Audi enthusiasts and general consumers closer to the brand.

In September last year, the luxury car brand partnered with Burnt Ends Bakery to let members of public get up close and personal with its additions to its e-tron range.  Through the strategic partnership, Audi Singapore and Burnt Ends Bakery unveiled an activation for a limited time period where customers could experience first-hand the performance and driveability of the Audi Q4 e-tron through on-site test drives at the bakery, located at Dempsey Road.

The activation, according to the car brand in a statement seen by MARKETING-INTERACTIVE "reinforced Audi Singapore's commitment to connecting with customers where they are, at various lifestyle destinations across the island". After their test drives, customers would receive a SG$20 Burnt Ends Bakery voucher. 

MARKETING-INTERACTIVE has reached out to Audi for more information.

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