At Audi Canada, spring will bring a wind of change. Starting April 1, a changing of the guard will take place at the head of the Canadian division with the arrival of Khaled Soussi. Currently responsible for commercial strategy and customer experience at SEAT S.A., he will take over from Vito Paladino.

After more than five years leading Audi Canada, Mr. Paladino—who also serves as President and CEO of Volkswagen Group Canada—is moving to Audi of America as President and Head of the North American region for the brand.

Under his leadership, the Canadian unit secured a prominent position and succeeded in establishing itself “among the best-performing premium brands in the market,” according to the official press release. In 2022, Audi became, “for the first time in its history in Canada, the number one premium brand in sales volume, while recording its best year ever in after-sales service.”

This transfer of responsibilities, which affects executive positions as far as China and South Korea, “ensures a smooth transition and supports Audi’s strategic direction as it pursues the largest product launch offensive in its history.”

To Conquer the World

It was in 2011 that Mr. Soussi joined Audi AG, which oversees the Bentley, Lamborghini, Ducati, Italdesign, and Sport GmbH brands within the Volkswagen Group. After six years in roles related to retail strategy and digital transformation, he moved to SEAT S.A. Founded in the early 1950s, the Spanish manufacturer is part of the German holding company. The SEAT division offers mainstream models, while CUPRA has provided a sportier, high-end offering since 2018.

As Head of Sales and Marketing for the new CUPRA brand, Mr. Soussi played an active role in its creation, positioning, and international growth. Subsequently, his responsibilities shifted toward overseeing the global development and consolidation of the retail networks for both branches of SEAT S.A.

The year 2026 promises to be a landmark one for the “four rings” manufacturer and the Volkswagen Group, marked not only by the reshuffling of senior management in key markets but also by a major update to its product portfolio.