GQ Australia - 08.2018

Four

Wheels

One

Vision

AND INCLUSIVE OF ALL STAFF.

PROGRESS

A

nnounce a vision.

Make it clear. Back

yourself.It’sasimplistic

approach to governance

–whichisprobablywhyitworks.

Especiallygiventhefactaclear

business vision is king at this time

of unprecedented distraction and

indecision within the car world.

It’s been an approach driven by

Audi Australia’s MD, Paul Sansom.

The relocated Brit landed here –

viaSouthAfrica–12monthsback.

Withthebeneitoffresheyesover

a local luxury market in decline, he

made some bold moves, laying a new

slabonwhichtobuildfuturesuccess.

Interestingly, he claimed the

market crown was no longer the

ultimate company goal. Numbers

werejustthat–important,though

Sansomwantedareturnto

consumer desirability with

previously stated public goals

heviewssalesastheby-product

of what else is done in order to

build the brand.

“OfcourseIwanttogrow–every

organisationwantstogrowmarket

share and we have strong aspirations

to continue to do just that. But, what

Iwantedtotakeoffthetablewasthis

statementaroundAudibeingNo.1.

Becauseattheendoftheday

the customer doesn’t care.

Since entering the role at

Audi Australia, Sansom has

celebrated the importance

of brand prestige rather

than sales numbers.

“The sales outcome

shouldn’tbethe

measure of success.”

90 GQ.COM.AUAUGUST 2018