'5+1' with Linda Kurz – Head of Product Marketing at Audi Sport GmbH
Lately we talked to Audi Sport’s Head of Product Marketing Linda Kurz. Linda not only gave us a great insight into her work and what she drew her into the automotive industry, she also tells us more about the new all-electric Audi RS e-tron GT, what we can expect from the RS world and how the high performance segment will prospectively look like.
1. You are Head of Product Marketing at Audi Sport GmbH. Can you walk us through a typical day in your life in this position?
My days are busy but also very varied and exciting, because I love my job, I love to work with my team and I love the cars we create.
I’m involved in the creation of our future Audi Sport models from scratch. Sometimes I see the creation of a brand new design clay model in the morning and then discuss limited editions of our current models with our colleagues in the US in the evening. What drives me and my team most is the feedback we get from our customers and fans. Of course we are looking at global trends for performance cars and market developments – but the direct exchange with customers is key for us. At Audi Sport GmbH we are performance lovers, we adore agility and are in relentless pursuit of perfect handling – on the street and on the track.
2. What drew you to the automotive industry? Did you always have a passion for cars?
Yes, absolutely. I have a passion for cars! When I was younger my dad let me help him order and pick up his new cars. These were always exciting moments for me – and for him too.
And I still share the same passion with our partners, fans and with my team and all my colleagues at Audi. My team works every single day with an extraordinary dedication, high motivation and strong identification with our brand. The automotive business is about knowledge and job performance, the courage to do something new and a fascination for the products, but also the ambition to inspire the customer. It’s all about being passionate.
3. Performance meets sustainability with the new Audi RS e-tron GT. What makes the car so special and how does it feel to drive it? What can we expect from the RS world in the future?
The Audi e-tron GT is a milestone for us. It is the first fully electric high performance model from Audi. It is a highly desirable flagship for the brand and paves the way into the all-electric RS world. It is also our commitment to the company’s CO2 target. Understatement, character and a new definition of effortless performance and design is the core of this stunning new Gran Tourismo.
Our customers are pioneers who adore high-tech, high performance and athletic design. They enjoy the cultivated acceleration and a passion for performance. Just like we do. High performance has never just been about horsepower, it has also always been about the perfect sound. Until now people thought: “Fast means loud.” But electric mobility has defined sound in a new way. In an electric car you hear things that you didn’t hear before: tires rolling, electric motors whirring, you hear energy and precision. At first it strikes you as very unusual, but then you don't want to go without it. The sound of electric mobility hits you right in the heart, it settles in your brain – a new sound that you will never forget.
For me, the e-tron GT is one of the most beautiful vehicles that Audi has ever designed.
A completely new driving experience, highly emotional – with incredible acceleration from a standing start. This is a moment when you feel: something new is happening. It’s just fascinating! This car is impressive in both longitudinal and lateral dynamics. It is the most powerful RS model we ever had. This car marks a new era of RS at Audi, we expect it to become one of the most desirable cars of our portfolio.
4. As we all know the automotive industry is still dominated by men. How does it look like in your team? Where do you see the benefits and opportunities of more women working in the industry?
When you look solely at the quotas, the automotive industry is rather dominated by men. It’s true. But this business is no longer just a metal-bashing industry. There are a lot of things in motion. Furthermore it is not just a question of gender. As well as specialist expertise you also need social and emotional intelligence. And that comes through diversity. I am convinced: we need international and diverse teams in order to get the best result for our customers and for our products.
5. In your opinion, what will our mobility look like in 2030?
A very exciting question. We are working very intensively on this question for the high performance segment. “How do we define high performance in the future? What does it look like?” Currently we are experiencing a technological upheaval that can probably only be compared with the change of epoch that marked the replacement of the carriage by the car. In product design we see a turnaround of 180 degrees: in the future, the car will no longer be designed from the outside to the inside (starting from the body shape), but from the inside to the outside.
In different countries around the world there will still be different customer requirements. But with this new design process we can really address the question of who will sit in the new model and why. This gives us the opportunity to position automobiles much more accurately and with fewer compromises than today.
And the +1 question from Linda to you: “What aspects of mobility will you not give up?”
Thanks Linda for the very inspiring insights. We are excited to see the next future steps of Audi’s world of performance cars.
Pictures: Audi
Interview: Britta Reineke