Audi Singapore has appointed Martin Bayer as its new Managing Director, marking a new chapter for the German luxury automaker in the region.
His appointment comes at a pivotal moment, as Audi Singapore completes its transition to a direct-to-consumer business model and recently celebrated the grand opening of Audi House of Progress Singapore, the brand’s new flagship showroom and lifestyle space.
Bayer, who joined Audi Singapore in February 2025, brings with him an impressive 26-year tenure within the Audi Group, having held a range of global and regional leadership roles. His extensive experience spans sales, aftersales, product marketing, and financial services.
Before taking the reins at Audi Singapore, Bayer served as Director of Sales for Latin America and Eastern Europe at AUDI AG. In this role, he managed operations across 30 markets, overseeing everything from sales and aftersales to overall profitability.
He played a key role in pioneering direct sales models in Brazil and Argentina, as well as leading the battery electric vehicle (BEV) transformation in these regions. Under his watch, Audi also introduced its progressive showroom concepts in multiple locations, aligning the brand with the evolving retail landscape.
Throughout his career, Bayer has been at the forefront of product marketing and sales strategy, having spearheaded efforts for models such as the Audi A4, A5, and Q5 in the German market.
He has also managed financial services operations and led sales for high-profile VIP customers at AUDI AG. Prior to his current appointment, he was instrumental in long-term volume planning and growth strategies for Audi Italia.
Now at the helm of Audi Singapore, Bayer will lead the brand in its full transition to a direct-to-consumer retail model, a first for any Audi market globally. His responsibilities will include strengthening Audi’s omnichannel business strategy, reinforcing the brand’s competitive positioning, and enhancing the customer experience. Additionally, Bayer will oversee the expansion of Audi’s online retail platform.
Expressing his enthusiasm for the role, Bayer shared, “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.”
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