Rolf Michl to succeed Julius Seebach
Audi’s entry into Formula 1 marks the conclusion of its motorsport restructure, but also the close of a formative period at Audi Sport GmbH. Managing Director Julius Seebach will join AUDI AG on September 1, 2022, and will take on a new strategic business area in Technical Development, reporting directly to the Executive Board.
Hoffmann, who, in his role as an Executive Board member also serves as Chairman of the Advisory Board of Audi Sport GmbH, would like to thank Seebach for his performance: “Julius stands for strategic foresight, consistent action, and sustainable results in challenging times.”Under his leadership, Audi Sport GmbH has repeatedly achieved record sales and earnings figures. Sales doubled with the RS model offensive and the all-electric RS e-tron GT was successfully brought to market.
In 2020, Seebach also assumed responsibility for motorsport at Audi and resolutely made it ready for the future. Under his leadership, the most complex racing car in Audi history was developed in record time: the RS Q e-tron for the Dakar Rally. Following its successful debut with four stage wins at the Dakar Rally in January, the Audi RS Q e-tron achieved its first overall victory in Abu Dhabi in March –the first triumph of a car with an electric powertrain in a desert rally. Entering Formula 1 is the successful conclusion of his work.
Starting September 1, Seebach will be succeeded by Rolf Michl, who has been Chief Operating Officer Racing at Audi Sport since February. Together with Dr. Sebastian Grams, he will form the Management Board of Audi Sport GmbH. Michl has a degree in business administration and is a long-standing member of the Audi Sport family. After holding various positions in marketing at AUDI AG and Audi Sport, he took over as Head of Product Marketing RS Models in 2016. After moving to Abt Sportsline as Director Vehicle Customization, he returned to Audi Sport GmbH as Head of Sales/Marketing in 2019. Michl has played a key role in shaping the company’s portfolio and sales successes over time.
Hoffmann notes that “Rolf is an authentic leader and brings with him the experience he will need from motorsport and series production.”In addition to his positions in marketing, Michl was responsible for devising and implementing the Audi Sport TT Cup in 2014.