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The all-new Audi LEAD programme

Future-proofing your business

The automotive industry is changing and to continue to compete, we need to change as leaders. The all-new Audi LEAD programme is set to transform the way Audi Centres do business in the future by developing a more agile leadership team right across the UK.

Audi UK have collaborated with Alliance Manchester Business School (MBS) to design and develop a commercially focussed programme which recognises the importance of leadership excellence at three levels:
your business | yourself | your team.

This brand new programme is delivered over eight months and delegates undertake three face to face leadership modules at Alliance MBS, one of the top business schools in the UK as ranked by the Financial Times.

The all-new Audi LEAD represents a major investment in top and emerging talent and works to build individual leadership toolkits in order to manage change and build successful, sustainable and profitable businesses both now and in the future.

The Benefits


Apply what you learn to real business issues and see tangible benefits and improved business performance from day one.


No generic content. The programme was devised with Audi UK, making it specifically tailored to our industry and your role.


The programme covers self, team and business leadership to create well-rounded, reflective leaders with outstanding commercial, technical and people skills.


The opportunity to gain a Charted Management Institute (CMI) Level 7 Certificate in Strategic Management & Practice, that is fully integrated into Audi’s competency framework, taking your career to another level.


One-to-one sessions with highly trained business coaches help you set and achieve your own goals.


Blended learning means you can fit the programme around your work and personal commitments, learning however, whenever and wherever you like.


Residential sessions give delegates time and space to focus, away from the pressures and distractions of everyday working life.

The Delegates

The all-new Audi LEAD programme has been developed specifically for Heads of Business from all of our Audi UK Centres and our ambitious, motivated future Heads of Business.

All Heads of Business are invited to book themselves onto their preferred programme start dates directly through the website link.

Each Head of Business should also identify up to two aspiring leaders from their Centre who they feel would benefit most from the programme. Once they have confirmed their interest in attending and they are happy to be contacted by Alliance MBS their details should be sent through to Alliance MBS by clicking the yellow nomination button.

Paul Crewdson, Head of Business, Lake District Audi

Thank you again for your support throughout the LEAD programme. One of the best training and development programmes I have had the pleasure of attending.

— Paul Crewdson, Head of Business, Lake District Audi

Luke Sanson

I have thoroughly enjoyed the programme! There’s still a lot of work to do, our journey has just begun to develop this aspect of our business.

— Luke Sanson, Head of Business, Five Oaks Audi

Shane Fenwick

Thank you to the team for this invaluable experience. I wanted to come on this programme to grow and share the experience with the whole business. I will keep hold of what I’ve gained over the six days for many years to come.

— Shane Fenwick, Head of Business, Ipswich Audi

Tony Cumberland

This has opened my eyes to a completely new way of doing things.

— Tony Cumberland, Head of Business, Huntingdon Audi

Fraser Burdett

It's helped me adapt my own personal skills. I see myself more now as a leader than as a manager.

— Fraser Burdett, Head of Business, Kings Lynn Audi

The Programme

The Audi LEAD is a complete learning experience which begins as soon as you sign up and continues long after the programme has ended.

Before: Preparation to succeed

Before the programme begins, you will start to identify your current leadership strengths and where you can improve, find out about the key elements of the programme and meet the other delegates.

Your virtual classroom is launched where there is a range of online resources, including documents, e-books and videos, to help you prepare for the first module.

You’ll undertake a number of assessments to help you understand your leadership style and identify areas for improvement, including a 360° feedback survey .

You will be asked to identify your business problem or team leadership goal and this will form the basis of your Applied Business Challenge and will be the main focus for your development.

Before you dive fully into the programme there is an immersion event to get to know the team, meet your coach and gain a shared understanding of what is needed.

Using the feedback from your personality profiling tests and 360° feedback, you will work with a personal coach to start to identify your personal development goals and create a Personal Development Plan.

It is important that delegates throw themselves into these activities as they have a real bearing on what you get out of the programme.

During: Skills to lead change

During the programme you will study three interconnected modules designed to prepare you to lead in the automotive industry of the future, and inspire the next generation of Audi UK employees. And everything is linked to the Audi UK competency framework to ensure the skills and knowledge you develop are targeted, applicable and relevant.

Module 1. Business Leadership

Enhance your commercial awareness and understand how strategic thinking, customer-centric dealership management and innovation can help your business thrive in a digital world. 


  • The Audi ‘wow’ factor’
  • Change management
  • Changing customer behaviour
  • Digital business and dealership futures.
Module 2. Personal Leadership

Understand your individual leadership strengths and weaknesses, learn to effectively manage competing priorities and become an effective communicator at all levels of the business.


  • Personal profiling
  • Unconscious bias
  • Emotional intelligence
  • Becoming a coach and mentor.
Module 3. Team Leadership

Examine the principles of team development, develop essential team leadership skills to lead and inspire a changing employee demographic, and help your business become an employer of choice.


  • The role of a team leader
  • Team dynamics and synergies
  • Leading and working with Millennials and talent management
  • Performance and conflict management.
  • What makes the all-new Audi LEAD programme different is:

Personality profiling

Every delegate will work through their own leadership personality assessment. This will remain confidential (only you will receive the outputs) and is designed to help you better understand how your innate personality characteristics impact on your approach to work and your interaction with colleagues.  This will allow you to better understand your leadership style and adapt your behaviours to the needs of others and the business.


Throughout the whole programme journey you will be required to connect with your coach for support, to work through your personality assessment and business challenge and help you translate your plans into action.


The blended learning approach of Audi LEAD means that you will get many opportunities to reflect on your progress both individually and with your coach. By doing this you will gain added insight based around your own personal challenges.

Hot topics

Guest speakers and webinars covering innovative and cutting edge themes give the course a vibrant mix and ensure you get maximum benefit from the programme and Original Thinking is Applied.

Graduation event

The programme brings together two groups of delegates for a celebration at the end of their programmes. Everyone who has taken part is invited back to share their experiences of the programme and how it has impacted them, their team and their centre so far.

Three delegates will be chosen to present their Applied Business Challenges and everyone who has taken the CMi route will receive their Certificate in Strategic Management & Practice.

After: A lifetime of support

Long after your studies are over, the benefits of undertaking Audi LEAD continue.

360° impact

You will be asked to repeat the 360° feedback survey is designed to measure specific leadership behaviours six months after the graduation event. This will assess the impact of the course on you, both personally and professionally.

Networks for the future

As well as the enhanced professional and personal skills that will help you take your business forward, you will also become part of a supportive network of leaders and aspiring leaders from across the network who can guide each other through future challenges. As a graduate of the programme, you can access the extensive Alliance MBS professional network, consisting of successful people from all sectors, all over the world.

The Team

Alliance Manchester Business School has some of the most highly-regarded experts in business management. By working closely with industry, the team can solve real problems, predict future trends and drive change in business and management.

Our highly experienced team ensures everything about your programme runs smoothly. From booking on to the course to your post programme executive coaching sessions, they aim to make your Alliance MBS experience as enjoyable and stress free as possible.


Key features

Shaking Hands Icon - Industries and Sectors

Commercial focus

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CMi Level 7 accreditation

World class research

Practical and applied

Key Feature Icon - Coaching and Mentoring

Flexible delivery