ANUPAM MALHOTRA

DRIVING INNOVATION, GROWTH, & EFFICIENCY ACROSS PRODUCT, POLICY, & PARTNERSHIPS

Following my successful expatriate assignment in China, I have been engaged in high-impact strategic initiatives at Volkswagen Group of America, collaborating closely with executive leaders across the organization. My role focuses on accelerating innovation, improving operational effectiveness, and strengthening Audi’s position in a rapidly evolving automotive landscape.

• Product Launch Strategy: Partnered with the Head of Product Management to evaluate the end-to-end launch experience of Audi’s first next-generation EV platform. Led a comprehensive assessment of internal operations, dealer feedback, and customer sentiment to inform future launch strategies and optimize cross-functional execution.
• AI & Innovation Scouting: Initiated and cultivated relationships with emerging AI-driven solution providers across sales, marketing, and after sales domains. Identified opportunities for scalable collaboration that align with Audi’s digital transformation goals.
• Connected Vehicle Policy Leadership: Engaged with public policy leaders and tolling industry stakeholders to advance the national dialogue on infrastructure funding. Positioned Audi’s Connected Vehicle capabilities as a cornerstone for future-ready tolling and road usage solutions.
• Cross-Region Operational Synergy: Currently spearheading a strategic initiative to establish a global benchmark for Audi AG in North America for enhancing the customer experience and driving cost efficiencies through advanced digital solutions, product quality improvements, work process optimization and organizational innovation.

ACCELERATING DIGITALIZATION & UNLOCKING NEW BUSINESS FOR AUDI IN CHINA

In 2023, I took on the challenge of leading Future Business Development at FAW-Audi Sales Company, the sales & marketing subsidiary of the FAW-Volkswagen joint venture in China handling locally produced Audi models, imported Audi vehicles, and future cars from the FAW-Audi NEV joint venture.

Reporting directly to the company President, I shaped the newly formed User Operations Center to drive digital transformation, connected services, and future mobility solutions. With China’s auto market shifting rapidly towards high-tech, EV-driven competition, our mission was clear: make Audi a leader in digitalization while unlocking new revenue streams.

• Built trust and transparency across HQ & JVs, reshaping digital strategy
• Created a roadmap to enhance brand perception in digital & future mobility
• Executed a strategy to unlock $1B+ value in After Sales connected carpark
• Reduced customer and dealer complaints and improved app ratings 50%
• Accelerated launch of popular content streaming apps in Audi’s in-car store
• Negotiated terms for a Digital & IT partnership for sales of next gen Audi EVs

Impact & Recognition

• Led execution of China business reviews with AUDI AG Board leadership
• Secured agreement on long-term connectivity & data monetization strategy
• Won China’s DingGe Award for Digitalization Excellence on behalf of FAW-Audi

China’s automotive landscape is fiercely competitive, but with the right strategy, agility, and innovation, we positioned Audi to thrive in the digital era. Proud of what my team and I accomplished in such a short timeframe!

DRIVING AUDI’S DIGITAL & CONNECTED FUTURE IN NORTH AMERICA

As Sr. Director, Connected Services at Audi of America reporting to the SVP Product Management, I had the privilege of leading two transformative programs that redefined Audi’s digital business and connected vehicle strategy in North America:

Shaped Audi’s connected service and data strategy in North America

With the Chinese market slowdown, growth had to accelerate in North America—beyond traditional automotive sales. My team built a 2030 roadmap identifying $1B+ in future profit potential through Connected Services, in-vehicle tech, and data monetization. To get there, we:

• Stabilized digital platforms, improving dealer & customer satisfaction
• Drove a 65% increase in service activations via transparency, training & incentives
• Redesigned digital offerings to stay competitive & customer-focused
• Proposed an evolved org structure to drive digital product growth

Repositioning the business value of V2X for road-safety

With the FCC threatening to reallocate spectrum, the industry was stuck in debate—while real-world safety solutions were stalled. I championed a strategic pivot from vehicle-to-vehicle safety to protecting vulnerable road users (VRUs) like cyclists, school children & first responders. We:

• Led industry-first deployment of life-saving V2X alerts in real-world scenarios
• Secured Audi role in U.S. policy discussions with federal/state stakeholders
• Helped drive FCC’s 2023 decision designating C-V2X as the U.S. standard

Result: A future-ready digital business model now in execution & Audi positioned as a leader in connected vehicle services. Proud to have driven this transformation at the intersection of technology, business, and social impact.

EMBRACING DIGITAL TRANSFORMATION & FUTURE-PROOFING AUDI’S CONNECTED SERVICES

As Director of Connected Vehicles & Data at Audi of America reporting to the VP & Chief Digital Officer, I led the team through a digital transformation that enhanced the customer experience, introduced new revenue streams, and ensured seamless connectivity in an evolving tech landscape.

Shaping Audi connect Gen 3: Transitioned Audi from a hardware-centric approach to a data-driven, customer-first digital ecosystem. Key milestones included:

• One-click registration—simplified Audi connect enrollment
• X-time integration—service reminders with scheduling capabilities
• MyAudi App & Marketplace—unifying digital services & e-commerce
• EV Charging & Toll Solutions—enhancing convenience for Audi owners
• Function on Demand—unlocking in-car features on demand
• New Mobility Services—exploring vehicle data-driven innovations

Managing the 3G Sunset | Motion for Audi connect: With the 3G network shutdown looming, I led a cross-functional effort to prevent service disruptions for thousands of Audi owners. Instead of costly in-vehicle retrofits, we launched Motion for Audi connect—an industry-first program that maintained connectivity while introducing new digital features.

Impact: These efforts solidified Audi’s position as a leader in connected services, ensuring that innovation, convenience, and customer satisfaction remained at the forefront of our strategy.

BUILDING A PROFITABLE SUBSCRIPTION BUSINESS | Audi connect Gen 2

Audi connect launched in 2011, redefining in-car connectivity with real-time data, advanced navigation, and intelligent voice recognition. While it boosted sales, long-term success required operational excellence, customer support, and sustainable subscriber growth.

As General Manager, Connected Vehicle, reporting to the VP of Product Management, I led the transformation of Audi’s connected services into a profitable, scalable subscription business by:

• Strengthening Operations & Customer Support—Established financial reconciliation, business reporting, and a dedicated customer service team.
• Managing Service Portfolios—Introduced new services like real-time parking, Traffic Light Information (the first V2X service), and a global eSIM activation framework.
• Developing Technology Roadmaps—Led infotainment roadmaps, collaborating with global teams and partners. Collaborated with technical development teams to adapt technology to U.S. consumer preferences (3D sound, Digital systems, V2X features, etc.).
• Optimizing the Business Model—Transitioned to a direct-to-customer model, aligned services with trim levels, and integrated connected services into a formal P&L.

Result:

• 2014: Audi connect Gen 1.5 launched the first-ever 4G/LTE-based connected services.
• 2016: Audi connect Gen 2 introduced the industry’s most comprehensive service portfolio, driving engagement and long-term sustainability.

Prior Roles

• Senior Manager, Connected Vehicles (2013-2014)
• Product Planning Manager, Connected Services (2011-2012)

PIONEERING BROADBAND CONNECTIVITY IN AUTOMOTIVE | Audi connect Launch

As Senior Strategist, Connected Services reporting to the Director of Strategy for Audi, I led the U.S. go-to-market strategy and launch of Audi connect, the industry’s first in-vehicle broadband service. This game-changing platform integrated Google Earth Navigation, real-time services, and Wi-Fi hotspot functionality, transforming the connected car experience.

Faced with a European-centric tech stack and no viable U.S. customer model, I architected and negotiated a go-to-market solution with T-Mobile—eliminating SIM card friction, launching a customer-friendly trial program, and establishing a new subscription-based revenue stream.

Key Highlights:

• Built the business model and pricing strategy behind Audi connect.
• Designed end-to-end customer and dealer journeys.
• Negotiated a strategic wireless carrier partnership, including revenue sharing.
• Launched the Audi connect brand, now used globally.

Result: Launched in 2011 on the Audi A7, Audi connect elevated brand perception and helped boost U.S. vehicle sales—earning recognition as a major leap forward in automotive technology.

GLOBAL EXPANSION OF ONSTAR IN EMERGING MARKETS

• Led strategic Telematics growth initiatives across Latin America and Asia-Pacific, categorizing emerging markets by maturity to guide investment decisions.
• Evaluated scalable business models for low-capital markets; delivered recommendations that became the blueprint for GM’s global Telematics strategy.
• Drove GM Asia-Pacific’s strategic response to competitive pressures, aligning cross-regional leadership on goals, market prioritization, and venture planning.
• Managed global execution planning for the successful launch of the Shanghai OnStar joint venture in China.

IMPROVEMENT OF LOCATION-BASED SERVICE QUALITY

• Reframed OnStar’s response to rising Turn-by-Turn Navigation competition by shifting focus from system performance to customer experience pain points
• Led in-depth analysis of subscriber behavior and survey data to uncover root causes of dissatisfaction
• Designed and implemented targeted service and technology improvements that increased route quality scores by 40% and reduced customer complaints

Key Impact: Facilitated OnStar’s growth into new international markets, enhancing brand recognition and expanding customer base.

Prior Roles

• Senior Manager, Global Strategy & Business Development (2005-2007)

ESTABLISHING GENERAL MOTORS' GLOBAL TELEMATICS ROADMAP

• Led the planning of emerging telematics solutions, contributing to GM’s connected vehicle and future mobility roadmap.
• Managed global auto-tech alliance programs, delivering telematics and multimedia vehicle interface specifications, helping establish GM’s connected vehicle and infotainment strategy.

Prior Roles:
AMI-C Global Program Manager (2001-2003)
eVehicle Program Manager (2000)

Body systems engineering and launch for various vehicle platforms; solution engineering for perennial failure modes via robust methods to improve vehicle design reliability.

Reliability methods research to advance U.S. Army procurement practices from statistical to deterministic and institutionalization of findings in dual-use standards (SAE, IEEE).