The brand builder

  • By Phyron
  • Mar 27, 2024
  •  – 3 min read

She holds a racing license and has spent the last quarter century working with car marketing in Sweden, Australia and Great Britain. Meet Madeleine Kjessler, Marketing manager, Audi Sweden.

Hi Madeleine. First … seriously … what is it with you and cars?

Haha, I'm not that fascinated with tinkering with cars, but I love to drive. I am also very interested in car design and how a car is associated with your personality and lifestyle.

What do you actually DO as Marketing Manager with Audi?

I lead a group responsible for the Audi brand in Sweden. Campaigns, PR, sponsorship, events and much more. Also measuring how everything we do affects the experience of the brand. Our focus is increasingly on DIGITAL marketing and communication.

What’s going on right now?

Since November last year we are in the midst of a major change, we are now responsible for all sales of electric cars. Our dealers are still incredibly important in their role as agents.

The biggest difference is that we now, as an importer, are also responsible for the stock of cars. Thus the selection becomes easier for a customer as he or she doesn’t have to look around for a specific car at different dealers. The price picture also becomes clearer as we have uniform prices. Regardless of whether you visit your local Audi Partner or configure a car on

How is Audi doing in Sweden today?

We’re doing great. 2023 was actually a record year, sales-wise. We reached 6.4 percent market share, which is the highest ever.

Before joining Audi in Sweden in 2019, you made quite a global journey in this business … different jobs with different brands in several countries …

Yes, I got hooked on the world outside Sweden in my teens, when I played college tennis in the US. Among other things I have been brand communication manager with KIA in the UK, and marketing manager for Skoda in Australia. Over the years I have held a variety of other positions outside and inside the Volkswagen group.

What was that like…. I mean, as a foreign young woman in the rather male-oriented automotive business?

A lot has no doubt happened on that front since I started in the business 25 years ago, but I have never had any real problems with that. The few cultural clashes that I have experienced have rather been about different views on management and leadership. What is seen as efficient and inclusive in Sweden is sometimes perceived as weak and vague in other countries. And coming home after many years abroad can be as challenging as going away. But I have never had any real problems with any of that, I rather find the differences enlightening and inspiring.

Rolf Andersson
Phyron Writer and Editor

Courtesy of the Royal Automotive Club of Sweden.
Audi Sweden is part of the Volkswagen group. Several retailers in the group were among the first to introduce Phyron powered ads.
PHOTO: Audi Sweden.