Home Page do Dr.Demel
1953 Born in Vienna, Austria
1971 Studied Mechanical Engineering at Vienna Technical University, graduated as "Diplom Ingenieur"
1978 Scientific/Engineering Assistant in the Institute for Internal Combustion Engines and Automotive Engineering
1981 Doctorat
1984 Robert Bosch GmbH, Stuttgart
Coordinator for Anti-Lock-Braking-Systems (ABS), applications
1985 In charge of ABS/ASR (Traction and Stability Control) applications for all vehicle manufacturers worldwide. In the period from 1984 to 1990 ABS-volume increased from 200.000/y to 2.000.000/y. In the first years business was primarily growth focused, later cost reduction orientation gained at least equal focus.
1989 Took over additional responsibility for development of transmission control systems: hydraulic and electrohydraulic actuators and electronic control unit hardware and software for 100% of ZF automatic transmissions and several other suppliers as second and third source.
1990
Audi AG, Ingolstadt 
Senior Manager, responsible for Power Train Development. Launching of first
Direct Injection Diesel
Engine (TDI), Five-Valve-Tecnology for the Volkswagen Group. Start of
Continuously-Variable-Trans-
mission-Activities.
1993 Member of Management Board in charge of Research and Development. Launching of the Audi A8, the first aluminium carosserie series production vehicle.
1994 Speaker of the Management Board and Chief Executive Officer with additional responsibility for Sales and Marketing.
1995 Chairman of the Management Board.
In the period 1994 to 1997 Audi suceeded the break through to a premium brand,
adding emotional competence to traditional technical competence.
Economic recovery with the launching of the A4.
Introduction of the A3 as a new vehicle line.
Come back-strategy USA.
General focus on globalisation - decision for a plant in Curitiba, Brasil and
positioning of Audi as the premium brand in China.
More courage in design: new Audi A6, AudiTT Coupe e roadster and Audi A2.
Continuous Variable Transmission (CVT).
1997 Since May President of Volkswagen do Brasil.
Volkswagen do Brasil is the largest private enterprise in South America and the
center of the South American operations of the Volkswagen Group - with 5
production plants in Brazil and two in Argen-
tina, production actually 550.000 vehicles with 3.00 employees.
Volkswagen do Brasil is the market leader in South America with 25% market
share. After a steep vehicle market growth from 1993 to 1997, 1998 and 1999 the
market reduced 20% each year. At the same time the number of competitors
producing locally increased from 5 to 13. 2001 the market volume is still 20%
below 1997 and installed production capacity nearly doubled.
In the timeframe 1998 to 2001 Volkswagen suceeded to keep South American
market share stable in
spite of fierce competition.
Automotive industry lost roughly 5 Billion US$ (1998-2001) while VW suceeded to
break even (cumulative result slightly pink), investing more than ever to
restructure plants and introduce world standard products and quality standards
after 15 years of low investment policy (more than 10 years joint venture with Ford
-"Autolatina"- carrying separration/dissolution cash out of roughly 1 Billion R$
1994).
Increase of international competitiveness, increasing exports from 17.000 vehicles
in 1996 to 115.000 in 2000; export responds now for nearly 30% of our turnover -
Volkswagen do Brasil became the forth largest export company in Brazil.
Volkswagen do Brasil is concentrated to continuously increase its share of
consumer's purchasing power consciously putting market leadership in Brasil at
risk (Fiat sells over 100.000 Uno/year for less than $4.500, a segment of lowest
entry cars not in line with VW-group-strategy).
2002 Since October 2002, CEO Magna Steyr