Audi Middle East strengthened its leadership team with the recent appointment of Peter White as Director of Sales & Operations. With over 15 years of experience in the automotive industry, spanning Europe and the Middle East, he brings extensive knowledge and a wealth of experience to the role.
In his new position, Peter is responsible for continuing the success of the brand and accelerating growth across eight markets in the GCC and Levant regions.
Peter has a strong automotive background, having spent nine years in the UK automotive industry in roles across brand communication, product management and sales. In 2015, he relocated to the Middle East for his first international position in Dubai serving as Regional Market Manager at Mercedes-Benz Cars Middle East for four years before taking on a senior position for Polestar, a new to market premium BEV brand in Gothenburg, Sweden with a focus on creating, implementing and managing the global fleet and business sales offering.
He now returns to the Middle East to take on regional responsibility for Sales and Operations at Audi Middle East during a time of planned growth for the brand.
“We are very excited to have Peter on board for this role,” commented Carsten Bender, Managing Director at Audi Middle East. “With his impressive track record, he brings very distinctive experience to our organization and adds a unique blend of international and regional knowledge. I am confident that his passion for this industry will make him an exceptional addition to our team and I look forward to seeing him bring our vision for Audi in the region to life.”
Peter White said: “I am pleased to be taking on this pivotal position at Audi in the Middle East, especially at such a defining time for the automotive industry. There are many exciting changes and challenges on the horizon, and I look forward to successfully overcoming these with the Audi team and dealers as we collectively strive to continue the strong legacy that has been built in the region.”