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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.
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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.
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