Comment on Audi boss Döllner: A fatal signal politically and personally

Comment Audi boss at Trump Politically and personally a fatal signal As of: October 26, 2026 • 5:57 p.m

Isn't the Audi boss's appearance with the US President just economically sensible? No, says Katharina Fuß. The manager turns himself into Trump's grinning extra - and sends fatal signals to the Audi workforce in Germany.

A warm hug, beaming faces: Audi boss Gernot Döllner and US President Donald Trump look like close friends on stage at the election campaign event in Georgia. Should a top German manager ingratiate himself to such a controversial president, just before the midterm elections in the USA? No!

Now you might say, why the outrage? BMW and Mercedes also have plants in the USA. Audi is now simply following suit to get out of the crisis. And yes, Döllner is not a politician, he has to satisfy shareholders. Building SUVs in the USA is not stupid; after all, this is the market for large cars. And due to the high tariffs, Audi has to pay a lot for imports.

But: Who is to blame for the punitive tariffs, who keeps threatening other countries with them and is thus exploiting their power? Who is not only damaging the economy of other countries, but also their own, and is now trying to spread a good mood among voters through Audi? That's right, US President Trump.

And then the head of a German company as large as Audi should ask himself: Do I really want to be an extra in Donald Trump's power struggle? Do you really have to promise billions in investments in the USA while grinning next to the US President at a campaign event shortly before the midterms? In addition to a powerful politician, but also a man who repeatedly appears sexist, transphobic and racist in the election campaign. Who tramples on the important democratic values ​​in Germany - mind you: Döllner's home country.

The argument that Audi has committed itself in its own guidelines not to supporting campaign events three months before elections seems almost secondary. Döllner appeared uncertain on stage next to Trump, almost submissive. His appearance in the US election campaign is not only a fatal signal politically, but also personally.

The Audi factory in Neckarsulm is on the verge of closure and thousands of people are afraid of losing their jobs. Everyone who grew up there and whose parents and grandparents worked for Audi knows the importance of the car manufacturer in the region. People depend on Audi.

For them, Döllner's appearance is simply a mockery. Maybe this is his attempt to help his company out of the crisis, but it doesn't help the many people who have been working at Audi in Germany for years.

As they say in Baden-Württemberg: Döllner's performance has "a taste". But that actually sounds too nice. For the employees in Neckarsulm, who fear for their future, this is more of a slap in the face. And for Trump, a campaign gift at just the right time.

This topic in the program: tagesschau.de | Comment: Audi is building a plant in the USA | Oct 26, 2026 | 4:36 p.m.NDR Info | News | Oct 26, 2026 | 5:20 p.m