Audi of America is reporting today that they have appointed MBUSA's Scott Keogh as the company's Chief Marketing Officer, a newly formed position designed to oversee all marketing strategy and department responsibilities as well as lead the company's marketing effort to further expand Audi's position in the U.S.

According to Johan de Nysschen, executive vice president in charge of Audi of America:  "Audi is experiencing strong growth in this market, and the strengthening of our Management Team is an important element in continuing this success.  Scott will guide our marketing organization to focus on building our brand image across multiple customer touch points."

Before taking on the new role, Scott served as MBUSA's general manager of marketing communications, which included both brand and product positioning.  Other positions held while working for MBUSA included general manager of Smart USA as well as general manager of corporate communications.

So what's up first on Audi's docket? In a recent interview given exclusively to eMercedesBenz, Scott outlined his new plans: "Obviously the first task is to expand Audi's market share here in the United States.  To do so, I, along with my dedicated marketing team, will develop a smaller, more fuel-efficient vehicle lineup separate from Audi and release it in every country except the U.S.  In ten to fifteen years, when I believe the American market would be more receptive to such environmentally-friendly vehicles, my team and I will then work to create an effective marketing campaign highlighting the benefits of the new brand... but wait, it gets better.   After completing the afore-mentioned task, rather than actually releasing the new brand, our next step will be to delay its launch an additional five years;  this will allow us to accurately assess whether bringing a new vehicle lineup to this country would really be in the company's best interest, while ultimately increasing consumer desire for the product.

Brilliant, isn't it? 

Expect to see Audi's mini-car lineup tenatively hitting U.S. dealerships sometime in 2026... wait - I better make it 2030, just to be on the safe side.

Of course, we'll be sure to put out a number of newly-developed 15 passenger ultra-extended SUV's in the meantime, to keep the American public happy during our 30 year new vehicle implementation plan."

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As you've probably already figured out, the previous interview didn't take place; however, judging by what he accomplished while heading up smart USA, I hope for Audi's sake he's made some revisions to his less-than-agressive former marketing campaigns.

For more info, keep scrolling for the full press release.


OFFICIAL PRESS RELEASE


Audi Appoints Marketing Executive For New 'Chief Marketing Officer' Role in United States

AUBURN HILLS, Mich., May 24
As part of the company's continuing transformation, Audi of America announced today the appointment of Scott Keogh as Chief Marketing Officer, a newly formed position designed to oversee all marketing strategy and department responsibilities, as well as lead the company's marketing effort to further elevate the positioning of the Audi brand in the United States. The new position, which reports to Johan de Nysschen, executive vice president, is the latest addition to the Audi management team.

"Audi is experiencing strong growth in this market, and the strengthening of our Management Team is an important element in continuing this success," said Johan de Nysschen, executive vice president in charge of Audi of America. "Scott will guide our marketing organization to focus on building our brand image across multiple customer touch points."

Prior to joining Audi, Keogh, 37, worked at Mercedes-Benz USA for more than a decade. Most recently, Keogh was general manager, marketing communications, where he was responsible for developing all strategic marketing communications plans, including brand and product positioning. Previous positions at Mercedes-Benz included general manager, Smart USA where Keogh was responsible for sales, marketing, product planning and retail development for the new automotive brand. Prior to leading Smart USA, Keogh was responsible for corporate communications for MBUSA.

Keogh has a Bachelor of Arts from Hobart and William Smith Colleges in upstate New York.

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