Audi is executing one of its most significant leadership reshuffles in recent memory, announcing a series of high-level management changes across its operations in North America and China. All changes take effect April 1, 2026.
At the center of the rotation is Daniel Weissland, who has served as President of Audi of America since 2019 and will transition to President of the FAW Audi Sales Company in China. His tenure in the United States was defined by what the brand calls the largest model initiative in Audi’s American history.
Marco Schubert, Audi’s Board Member for Sales and Marketing, believes that track record translates directly to the challenges ahead. “Daniel has demonstrated exceptional commitment and strong leadership during a period marked by significant challenges,” Schubert said. He will apply his deep sales expertise and customer focus to advance Audi’s business in China.”
Stepping into Weissland’s role as President of Audi of America and Head of Audi North America Region is Vito Paladino. He previously served as President and CEO of Volkswagen Group Canada and President of Audi Canada, delivering multiple record-breaking sales results during more than five years running the Canadian operation. Paladino brings 27 years of industry experience and will be based in Reston, Virginia.
His departure from Canada opens the door for Khaled Soussi, who takes over as President of Audi Canada on April 1. Soussi started his automotive career at AUDI AG in 2011, working across retail strategy and digitalization before moving to SEAT S.A. in Barcelona in 2017. There he played a key role in the creation and international growth of the CUPRA brand, eventually leading the global development of SEAT and CUPRA’s retail networks.
On the China front, further change arrives June 1. Matthias Schepers, currently President of Volkswagen Group Japan and Managing Director of Audi Japan, will assume the role of Vice President for Sales and Marketing at Audi China. He succeeds Katy Tsang, who is departing at her own request.
During his time in Japan, Schepers positioned Audi as a serious player in the premium battery-electric vehicle segment. He also co-established the Premium Charging Alliance, now the largest non-government-affiliated charging network in Japan.
Meanwhile, Michael Arndt, outgoing President of FAW Audi Sales Company, moves to South Korea as Managing Director for Volkswagen Passenger Cars. Schubert credited Arndt’s leadership with helping FAW Audi reclaim the top position among premium competitors in China during 2025.
Rounding out the moves, Edgar Estrada, President of the Volkswagen brand in Canada, will additionally take on the role of President and CEO of Volkswagen Group Canada following Paladino’s elevation.
Schubert framed the whole rotation as a deliberate strategic push. “We are decisively strengthening the Audi brand and our sales organization in our core regions,” he said. “With our model initiative and these high-performing leaders, Audi is well positioned to enhance its competitiveness in both North America and China.”
Audi confirmed it will push its model offensive through 2026, launching new China-specific models and rolling out a major SUV portfolio update for the American market.
