Driving Audi’s Electric Future in the UAE: Jan Scheidgen on Innovation, Sustainability, and Vorsprung durch Technik

As Audi accelerates its global shift toward electrification, the Middle East remains a uniquely complex and opportunity-rich market. With customer preferences spanning combustion, hybrid, and fully electric models, the brand’s regional strategy demands a careful balance between innovation and tradition. In this exclusive interview, Jan Scheidgen, General Manager of Al Nabooda Automobiles, shares his vision for Audi’s evolution in the region, covering electrification, digital transformation, sustainability, and how Audi aims to reclaim leadership in the premium segment while staying true to its core philosophy of Vorsprung durch Technik.

Audi has one of the most diverse portfolios in the premium segment – from combustion to hybrid to fully electric models. How do you envision Audi’s product lineup evolving in the Middle East over the next 10 years, especially as the brand transitions toward full electrification?

Audi has one of the most diverse portfolios in the premium segment, spanning combustion, hybrid, and fully electric models. Over the next 10 years in the Middle East, we envision Audi continuing to expand its electric vehicle offerings, while still keeping combustion engines available for customers who prefer them.

The region’s unique market dynamics and customer preferences mean that demand for traditional engines may remain strong for some time, and Audi is committed to meeting those expectations alongside its electrification strategy. At the same time, as infrastructure and consumer readiness for EVs grow, we anticipate a gradual shift toward fully electric models, with Audi leading the way in combining performance, innovation, and sustainability.

Audi is known for its advanced in-car technology and digital ecosystems. What key technological advancements can customers in this region expect – both in terms of vehicle connectivity and the overall digital ownership journey?

Audi is constantly pushing the boundaries of in-car technology and digital experiences. Customers in the region can expect a seamless ownership journey, with smart vehicle connectivity, intuitive interfaces, and a connected ecosystem that makes owning an Audi easier, more personalized, and more convenient.

With the UAE and other Gulf countries rapidly expanding EV infrastructure, how is Audi preparing to lead this transformation – and what role will the brand play in accelerating electric mobility adoption across the region?

Audi is committed to leading the electric mobility transformation in the UAE and the Gulf region. As EV infrastructure continues to expand, we are preparing by offering a growing range of fully electric models, investing in charging solutions, and providing seamless support for customers transitioning to electric vehicles.

Audi aims to make electric mobility accessible, convenient and desirable, while working closely with partners and authorities to accelerate adoption across the region. Our focus is not just on vehicles, but on creating an ecosystem that enables a smooth and inspiring shift toward sustainable, premium mobility.

Globally, Audi has set ambitious sustainability goals, including carbon-neutral production and sustainable materials across its lineup. How will these global initiatives translate to the regional market, and what steps will Audi Middle East take to support this sustainability journey locally?

Audi’s global sustainability goals, including carbon-neutral production and the use of sustainable materials, are fully reflected in our approach in the Middle East. Regionally, Audi is committed to supporting this journey by offering more electric and hybrid models, promoting energy-efficient operations, and engaging customers in sustainable practices. We are also working with partners and local stakeholders to encourage the adoption of greener mobility solutions, ensuring that our commitment to sustainability extends beyond our vehicles to the entire ownership experience in the region.

Now that you’ve been with Audi Al Nabooda for almost a year, what is your personal vision for Audi in the Middle East by 2035? How do you plan to balance innovation, luxury, and sustainability while maintaining Audi’s core identity of Vorsprung durch Technik?

My vision for Audi in the Middle East by 2035 is to position the brand as the leader in the UAE’s premium segment. In recent years, Audi faced strong competition from its German rivals but with our renewed lineup and appealing design language, we now enjoy a clear advantage. Innovation, luxury, and sustainability don’t need to be balanced they should all be cutting-edge. While not every model in our wide lineup can embody full luxury, I want every customer to experience that premium feeling when interacting with Audi Al Nabooda.

On innovation, we aim to lead the region with advanced digital technologies, connectivity, and electric mobility solutions that enhance the driving experience. In terms of sustainability, we are committed to promoting electric and hybrid vehicles, using eco-conscious materials, and fostering practices that make the entire ownership journey greener and more responsible.