He takes responsibility for marketing communications and digital, social, events and customer relationship management (CRM) activities at both national and dealer level, along with product management and pricing.
Ratcliffe says Audi should make more of the brand’s “potential for engagement”.
He says: The business and its agency partners have built a legacy of exceptional campaigns across all our platforms, but I firmly believe that much of our light is still hidden under a bushel. We build beautiful, exciting cars that literally bristle with innovation, and I want to make much more of the brand’s potential for engagement. I want to convey more of the untapped excitement and emotion behind Vorsprung durch Technik.”
Ratcliffe will report directly to Audi director Martin Sander, also a former marketer.
At BT, Ratcliffe was marketing director for BT Business and has held marketing and commutations roles at BMW and Citroen as well as Mercedes-Benz.
Audi UK has a market share of 6.4 per cent.