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Audi South Africa announces Ricci Birchfield as new Head of Marketing, Product and PR

  • Ricci Birchfield has been appointed as Audi SA’s new Head of Marketing, Product and PR, effective 1 February 2025
  • He brings more than 18 years of automotive industry experience, specialising in marketing, digital strategy and business transformation
  • Ricci has been recognised as one of South Africa’s Top 50 Digital Transformation Leaders in both 2023 and 2024

January 2025, Johannesburg – Audi South Africa is excited to announce Ricci Birchfield as the company’s new Head of Marketing, Product and PR. Ricci brings more than 18 years of experience in automotive, specialising in marketing, digital strategy and business transformation. With his record in leading digital initiatives and driving organisational growth, Ricci is well-positioned to take Audi South Africa into its next chapter of progress.

Now available for order: the engine line-up and trim levels 


For the time being, Audi South Africa will offer the standard A3 range with the lauded 1.4-litre 35 TFSI turbocharged petrol engine developing 110 kW and 250 Nm of torque. It’s coupled with a slick-shifting eight-speed tiptronic automatic transmission. Buyers can select either S line or Black Edition trim for the Sportback and Sedan models.


The RS 3 Sportback and Sedan, meanwhile, retain the legendary 2.5-litre TFSI five-cylinder engine producing 294kW and 500Nm. The RS 3 accelerates to 100km/h from standstill in just 3.8 seconds. Here, Audi South Africa offers the option of standard or Carbon Edition trim lines, the latter bespoke to our country.


In his most recent role at Volkswagen Group Africa, Ricci served as Head of Technology and Business Strategy, where he was instrumental in accelerating digital transformation across the National Sales Organisation (NSO). His leadership helped develop and implement the NSO business strategy, positioning the company to thrive in an increasingly digital world. His efforts in driving innovation and transformative digital projects have been widely recognised, earning him a place as one of South Africa’s Top 50 Digital Transformation Leaders in 2023 and 2024.

Ricci’s commitment to advancing the automotive industry’s digital future is matched by his passion for creating customer-centric solutions that elevate the Audi experience. His vision in his new position at Audi includes enhancing the customer experience through innovative product and marketing initiatives that will strengthen the brand’s position in the market as a leader in design, performance, and digitalisation.

“Coming back to Audi in this role is a special moment for me, not only because of the opportunity to be part of a fantastic team that shapes the Four Rings in South Africa, but because I get to work on a brand that aligns with my core values,” says Ricci. “It is an iconic brand with a progressive spirit. A brand that’s rooted in ‘Vorsprung’, challenging the status quo and having a mindset of constant advancement. This is Audi.”

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