Audi do Brasil announces Daniel Rojas as its new CEO and President from February 2022. With more than 25 years of experience in the automotive sector, the executive has been with the Audi Group since 2015 and, specifically in Brazil, since 2019, when he took over. the role of sales director of the national operation. He succeeds Johannes Roscheck, who returns to AUDI AG in Ingolstadt, Germany, where he will be responsible for controllership and corporate finance for the entire Audi Group.
Daniel Rojas will have the mission of maintaining and strengthening the company’s sustainable growth achieved in recent years. The Chilean executive will also move forward with plans to electrify the brand in the country, evolve the processes of digitization and customer relationships and strengthen the relationship with the dealership network, in addition to consolidating vehicle manufacturing in São José dos Pinhais, Paraná.
For Rojas, “the industry is experiencing a transformative moment around the world, in which the challenges are as great as the opportunities, and Audi is increasingly assuming its role of leading sustainable mobility. Together with the entire qualified team of the brand in the country and an increasingly close cooperation with our network of dealerships, we will strengthen the solid foundations that we have built in recent years to continue sustainable growth, new digitalization processes, new forms relationship with the customer and the resumption of vehicle manufacturing in the country”. He adds: “I also want to thank Johannes for all the work done in recent years and for the trust he has always placed in me and in all Audi employees in Brazil”.
The Brazilian operation has been under the command of Johannes Roscheck since 2017, in what was the second visit to the Austrian executive in the country – the first was in the late 1990s, when he led the construction of the company’s factory in Paraná. After five years marked by a period of complete renewal of the product portfolio and restructuring of the business, he returns to the company’s headquarters in Germany to assume the position of head of controllership and corporate finance at AUDI AG.
According to Johannes Roscheck, “Brazil is a special place and I’m sure a part of me will always stay here. In my second visit to the country, I had a challenging and exciting journey, which ends in a way that makes me very proud, with the conclusion of the launch of 30 new products in the last three years and the announcement of the resumption of local production, in addition to the fact that having achieved all the proposed objectives. This was only possible thanks to the joint effort of the dealership network and the entire Audi do Brasil team, to whom I am immensely grateful. I return to Germany to take on a very important role within the group and I wish Daniel a lot of success in this new stage”.
Daniel Rojas: 25 years of experience in the automotive industry
Born in Santiago, Chile, Daniel Rojas holds a degree in Business Administration from Universidad del Desarollo (Chile) and an MBA from California State University (USA). The executive has more than 25 years of professional experience in the automotive industry, having worked at Volkswagen, Ford and Nissan.
His history with Audi began in 2015. That year, he took over the management of Audi Chile, a position he held until 2019, when he arrived in Brazil to become the sales director of Audi do Brasil, responsible for the areas of sales, direct sales , used management, fleet and network development.
In three years in this role, he was directly involved in the introduction of 30 new models to the market, evolution of the digitization processes and even new business models, such as the Audi Luxury Signature subscription car program. In February 2022 Daniel Rojas assumes, at the age of 48, the position of CEO and President of Audi do Brasil.
Johannes Roscheck: resumption of local production was last announcement
With a degree in Industrial Engineering in Austria and a Ph D in Mechanical and Industrial Engineering, Johannes Roscheck has almost 30 years of experience in the automotive sector. Within Audi, he has already held leadership positions in Hungary, the United States, Germany and Brazil, in addition to having worked at the Volkswagen Group and consulting companies. The confirmation of the resumption of production at the Audi do Brasil factory in São José dos Pinhais, made during the House of Progress, in December 2020, was the last official announcement by Johannes Roscheck at the helm of the Brazilian operation.
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