Mexican Media Brands
VW Names New U.S. Product Marketing and Strategy Chief
Volkswagen AG has appointed Hendrik Muth as vice president of product marketing and strategy in the American market.
#marketing
Share
Volkswagen AG has appointed Hendrik Muth as vice president of product marketing and strategy in the American market. He began his new assignment on Monday.
Muth, 42, will lead the company’s efforts to restructure and expand its VW brand product portfolio in the U.S. VW sales in the market have languished for the past three years, with dealers complaining that the company’s offerings have not aligned well with the tastes of American consumers.
VW brand sales in the U.S. dropped 8% in July and are down 14% so far this year. Demand since last September has been hurt by a regulatory ban on the sale of diesels after the company admitted rigging more than half a million vehicles to cheat on U.S. emission tests.
The company, which has counted on diesels in recent years for about 20% of its U.S. sales, is adding more crossover vehicles and shifting its “green” emphasis to hybrid and all-electric models.
RELATED CONTENT
-
Chinese Carmakers Take Aim at South Korean Market
Chinese carmakers are pushing into the South Korean market with low prices and eye-catching marketing campaigns for their domestic brands.
-
Cadillac Names Wahl as Global Marketing Chief
General Motors Co.’s Cadillac unit has chosen Deborah Wahl to take over as its new chief marketing officer on March 26.
-
Uber Sheds One-Third of Its Marketing Team
Uber Technologies Inc. says it laid off off 400 of its 1,200 global marketing staff yesterday to cut costs and simplify operations.