NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Business

Quick call from Audi's speedy boss

By Liz Dobson
NZ Herald·
22 Jul, 2011 05:30 PM5 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

The Giltrap Group's Audi Terminal is one of only 140 in the world, and Audi's Andreas Schmid (left - with Audi NZ general manager Dane Fisher) dropped in for the opening. Photo / Supplied

The Giltrap Group's Audi Terminal is one of only 140 in the world, and Audi's Andreas Schmid (left - with Audi NZ general manager Dane Fisher) dropped in for the opening. Photo / Supplied

He's Audi's sales manager for Australasia and works from the company's HQ in Ingolstadt, Germany. So you'd think Andreas Schmid would have one of the brand's luxury vehicles as his company car.

An A7 maybe? Or even an R8? No, this affable German's work vehicle is an Audi A4 Avant wagon with a 2-litre TFSI petrol engine.

There's a sensible explanation for his choice in cars, though.

"I have to be prudent because I lost my driver's licence too often," he laughs. "I worked in France for five years and my family was in Germany, so every weekend I'd have to drive 1600km to visit them."

And that involved clocking up a few speeding fines.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

But don't despair, motocross enthusiast Schmid has ordered his "perfect car" - an A5 Sportback with a 3-litre TDi diesel engine.

Why the A5?

"It's a very nice car with a luxurious design with a lot of space, and the motor is fantastic," he explains.

Advertisement
Advertise with NZME.

After starting his career with Audi in 1995, Schmid was involved in sales in Eastern European countries before moving to Italy and then focusing on marketing in Austria and Switzerland.

In 2006, Schmid moved to Audi's national sales company in Villers Cotterets, near Paris, where he was involved in product marketing and planning.

But at the start of this year he changed roles to become sales manager for Australia and New Zealand. That meant a move back to his family in Ingolstadt and giving up those torturous and licence-endangering commutes.

It's Schmid's second visit to New Zealand since taking on the role and he was in Auckland for the opening of the Giltrap Group's Audi Terminal, a luxury dealership that is one of only 140 in the world.

Discover more

New Zealand

Jeep: Wrangler for the malls

22 Jul 05:30 PM
New Zealand

Car Buyer's Guide: Looking for roomy and reliable

22 Jul 05:30 PM
New Zealand

Kia's wallflower not short on attractions

22 Jul 05:30 PM
New Zealand

Mercedes-Benz: Relax and let your C-class do the work

22 Jul 05:30 PM

With its two-storey aluminium facade and curved interior, the terminal adds a lot of bling to the car yards on Great North Rd in Grey Lynn.

"The terminal is a sign that the Giltrap Group has trust in the future of the brand and we are very happy about this," says Schmid.

"It is also a statement from Giltrap to New Zealand that Audi is an innovative and progressive brand and the terminal is a progressive building, so it fits very well."

New Zealand is an important and successful market for Audi AG. Since 2007, Audis have outsold their luxury counterparts and this year looks to be record one with new sales predicted to be around 1300 units.

"I think our product portfolio works very well together with the needs here in New Zealand," says Schmid.

"New Zealanders are very sports orientated so I think our products fit well with all these interests.

Advertisement
Advertise with NZME.

"Naturally we have a good importer [Giltrap] and dealer network, and that helps to gain this record."

The Asia-Pacific region is also an important sales area for the German manufacturer, China leading the way with sales internationally this year.

"Last year, the German sales were 229,000, while China was 227,000 but already half way through the year China is at 141,000 units sold," says Schmid. "So the Chinese market is exploding while Germany is only 125,000."

Overall, the company is expecting sales this year to be a record 1.3 million internationally.

To take over from the likes of fellow luxury marques BMW and Mercedes-Benz, Audi turned its focus to Asia-Pacific several years ago - and that move is now paying off.

"With our innovative products we fit well with these emerging markets in the Asian group, because we sell our premium character together with innovation products and that's what people are asking for," explains Schmid.

Advertisement
Advertise with NZME.

So with the company at such a high in Asia-Pacific, what are the plans to keep hold of sales?

"We will carry on with the same style [with defined lines and character] that we decided a few years ago, but we will have a slight change in design," says Schmid.

Audi is also focusing on full and plug-in hybrids, and Audi will be looking towards small SUVs and "sporty and performance" to maintain sales.

Those "sporty and performance" products are big sellers here, says Audi New Zealand's general manager, Dane Fisher, who is sitting in on the interview with Schmid.

The Audi RS3 arrives in October and all 30 vehicles have already sold.

"We are the only market in the Asia-Pacific that are getting them, not even Australia's getting it," says Fisher.

Advertisement
Advertise with NZME.

While we New Zealanders love our sports cars, in the important market of China it's luxury that counts, so the A6 long wheel base is a huge seller. The vehicle is made in China only for the local market.

"The percentage of A6 and A8 cars sold in China is fabulous," says Schmid.

Smaller models - such as the A3, A4 and A5 - are imported, so Audi has tax and custom constraints.

In the meantime, Schmid must prepare for the terminal launch before returning to Ingolstadt.

With a couple more work visits planned here for the rest of the year, Schmid says he's likely to see more of New Zealand and hopefully come on holiday here, especially as we have such impressive motocross tracks.

But before he hits our roads, Audi NZ had better warn him about our speed cameras - he wouldn't want to lose his licence, again.

Advertisement
Advertise with NZME.
Save

    Share this article

Latest from Business

Premium
Shares

Market close: NZ sharemarket flat despite export growth, Fletcher Building down again

25 Jun 06:21 AM
Premium
Analysis

Inside Economics: Why do we need more migrants when 200,000 people are on the dole?

25 Jun 05:30 AM
Premium
Business

'It blows my mind': Roblox game smashes records, captures young fans

25 Jun 04:58 AM

Audi offers a sporty spin on city driving with the A3 Sportback and S3 Sportback

sponsored
Advertisement
Advertise with NZME.

Latest from Business

Premium
Market close: NZ sharemarket flat despite export growth, Fletcher Building down again

Market close: NZ sharemarket flat despite export growth, Fletcher Building down again

25 Jun 06:21 AM

The NZ sharemarket dipped as Fletcher Building shares fell further.

Premium
Inside Economics: Why do we need more migrants when 200,000 people are on the dole?

Inside Economics: Why do we need more migrants when 200,000 people are on the dole?

25 Jun 05:30 AM
Premium
'It blows my mind': Roblox game smashes records, captures young fans

'It blows my mind': Roblox game smashes records, captures young fans

25 Jun 04:58 AM
Premium
NZ's biggest new supermarket gets green light

NZ's biggest new supermarket gets green light

25 Jun 03:01 AM
Gold demand soars amid global turmoil
sponsored

Gold demand soars amid global turmoil

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP