Audi CEO Gernot Döllner is facing calls to resign in Germany after appearing at a Donald Trump campaign rally in Georgia to announce plans for the carmaker’s first US factory. The appearance has prompted criticism from politicians, union leaders and employee representatives, who questioned both the setting and the company’s decision to invest in the United States.
At the event in Perry, Döllner said Audi planned to build larger, higher-end SUVs in Macon, Georgia. He described the project as a long-term investment in the North American market. A gold Q9 displayed outside the rally venue indicated that the announcement had been planned in advance. Döllner later said he accepted the invitation because it came from the US president.
The planned factory is expected to begin production in 2030, with Audi investing $4 billion. The company is seeking a US manufacturing base as tariffs on imported cars put it at a competitive disadvantage against Mercedes-Benz and BMW, both of which have factories in the country. The Wall Street Journal reported that the Trump administration had made a promise related to the project during recent negotiations.
But the announcement has proved contentious in Germany, where Volkswagen’s restructuring and the future of its workforce are closely watched. Audi plans to end production at its Neckarsulm plant by 2030, and Döllner has already overseen the closure of a factory in Belgium and the elimination of 7,500 jobs at Audi’s headquarters in Ingolstadt.
Audi’s internal conduct rules, revised this year and signed by Döllner, require political neutrality during elections, with exceptions subject to prior approval by company leadership. Worker representatives on Audi’s supervisory board were informed of the rally appearance less than 48 hours beforehand, according to the business newspaper Frankfurter Allgemeine Zeitung.
Daniela Cavallo, who represents workers on Volkswagen’s group supervisory board, said Döllner should be “deeply ashamed” of taking part in what she described as a political spectacle. She criticized Trump’s remarks at the event and said the company’s leadership had allowed itself to be used in a display that clashed with its corporate values.
Döllner acknowledged in a letter to Audi employees that his appearance had caused questions and incomprehension. He explained how the invitation came about and defended the investment, pointing to the importance of the US premium-car market.
Olaf Lies, governor of Lower Saxony and a member of Volkswagen’s supervisory board, said a campaign event was not an appropriate place to announce an investment. IG Metall chief Christian Benner also called Döllner’s conduct embarrassing. Benner said the group should pursue new markets, including North America, while also securing a future for workers at its German plants.
Environment Minister Carsten Schneider criticized Audi’s focus on large SUVs, arguing that the company was backing fossil-fuel vehicles as much of the world moves toward electric mobility. He also questioned whether the investment would remain viable over the long term. The project is due to start production in 2030, after which the political landscape in the United States may have changed.
The Volkswagen supervisory board, whose members have criticized Döllner’s appearance, will still have to approve the Georgia factory.
Sources: Folha Mercado.