Wilfried Aulbur

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Wilfried Aulbur
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Alma materOhio State University.
OccupationAutomotive veteran

Dr.Wilfried Aulbur is an automotive veteran who currently serves as a Senior Partner and Member of the Global Supervisory Board at Roland Berger (company). Based in Chicago, he supports the US Automotive, Industrials and Private Equity practice. He is also responsible for the firm's global Commercial Vehicle, Construction and Agricultural business.

Prior to this, he was the Managing Director and CEO of Mercedes-Benz India and responsible for their passenger cars, trucks and buses business. He held various positions with Mercedes-Benz in Europe, the US and India.


Aulbur obtained a PhD in Physics with a focus on Computational Material Science from the Ohio State University. In 2018, he published his first book titled 'Riding the Tiger: How to execute business strategy in India', published by Penguin India.

Media articles

Aulbur is a regular contributor to various media houses

  • The way forward for the electric vehicle push for Mint [1]
  • Suzuki drives India’s car manufacturing story for The Hindu Business Line [2]
  • Six Key Levers To Succeed In A VUCA World for BusinessWorld [3]
  • India needs clearer policy to curb pollution for AutoX [4]
  • India has some real advantages in technology, says Wilfried Aulbur for Mint [5]
  • Frugal innovation is more than just jugaad for The Hindu Business Line [6]
  • How to maintain OEM-Dealer relationship? for ET Auto [7]
  • SCV market – strong growth ahead for The Hindu Business Line [8]
  • Work-life balance in mind, Wilfried Aulbur shifts Roland Berger from Mumbai to Pune for
  • China's Pain, India's Gain? for The Hindu Business Line [9]

Roles held

  • Chairman of Indian Council on Competitiveness (2012-2017)
  • Chairman of National Automotive Council at ASSOCHAM (2014-2017)
  • Lecturer, Harvard Business Publishing (2014 - present)
  • Mentor, International Innovation Corps, University of Chicago (2014 - present)
  • Member of Executive Board Indo-German Chamber of Commerce (2006-present)
  • President Indo-German Chamber of Commerce (2009/10)
  • Vice-President Indo German Chamber of Commerce (2008/9)
  • Member of Executive Board Society of Indian Automotive Manufacturers (SIAM, 2006-2010)
  • Chairman of Technical Committee SIAM (2009/10)
  • Vice-Chairman of Technical Committee SIAM (2008/09)
  • Member of Supervisory Board Mercedes-Benz Research & Development India (2006-2010)
  • Member of Supervisory Board Bosch Chassis Systems India (2006-2010)
  • Chairman & Member of Supervisory Board Mercedes-Benz Educational Academy (2006-2010)
  • Member of Executive Board Mahratta Chamber of Commerce, Industries & Agriculture (2008-2010)


  1. Aulbur, Wilfried (2017-09-27). "The way forward for the electric vehicle push". Livemint. Retrieved 2020-03-17.
  2. Aulbur, Wilfried. "Suzuki drives India's car manufacturing story". @businessline. Retrieved 2020-03-17.
  3. Warsia, Noor Fathima. "Six Key Levers To Succeed In A VUCA World". BW Businessworld. Retrieved 2020-03-17.
  4. "India needs a clearer policy to curb pollution". autoX. Retrieved 2020-03-17.
  5. Srivastava, Moulishree (2015-11-13). "India has some real advantages in technology, says Wilfried Aulbur". Livemint. Retrieved 2020-03-17.
  6. Aulbur, Wilfried. "Frugal innovation is more than just jugaad". @businessline. Retrieved 2020-03-17.
  7. www.ETAuto.com. "How to maintain OEM-Dealer relationship? - AutoLogue by Wilfried Aulbur | ET Auto". ETAuto.com. Retrieved 2020-03-17.
  8. AULBUR, WILFRIED. "SCV market – strong growth ahead". @businessline. Retrieved 2020-03-17.
  9. AULBUR, WILFRIED. "China's pain, India's gain?". @businessline. Retrieved 2020-03-17.

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