Singapore – Audi Singapore has appointed seasoned executive Martin Bayer as its new managing director, tasking him with steering the brand through its milestone shift to a fully direct-to-consumer retail model.
As the new MD, Bayer will oversee Audi Singapore’s transition to a fully direct-to-consumer retail model, the first of its kind for the brand globally. He will also be responsible for shaping the company’s omnichannel business strategy and managing its operations following the launch of ‘Audi House of Progress Singapore’ and a new online retail platform.
Bayer, who has been with the Audi Group for over 26 years, joined Audi Singapore in February 2025. Previously, he served as director of sales for Latin America and Eastern Europe at AUDI AG, overseeing sales, aftersales, and profitability across 30 markets. He also led direct sales initiatives in Brazil and Argentina, managed the transition to battery electric vehicles, and introduced new showroom concepts in multiple locations.
During his tenure at AUDI AG, Bayer held various roles in brand, product, and sales, including leading product marketing and sales for the Audi A4, A5, and Q5 in Germany. He also managed financial services operations, restructured VIP customer sales, and oversaw product marketing for Audi Italia, focusing on growth and long-term planning.
Commenting on his appointment, 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-functional 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.”
Bayer’s appointment follows Audi Singapore’s shift to a direct-to-consumer business model and the opening of Audi House of Progress Singapore on 13 February 2025. The new flagship showroom and lifestyle space, now open at Cross Street Exchange, is designed around four pillars—performance, lifestyle, sports, and dining.
