VW hires former BMW manager to lead North American operations

Volkswagen has hired former BMW manager Hinrich Woebcken to head its North American operations.

The company highlights Woebcken’s experience with procurement, production and sales. His 30-year career included stints at machinery specialists KraussMaffei and engineering firm Dürr, before moving to BMW Group and eventually serving as driving dynamics division manager.

Facing persistent criticism for its handling of the TDI emissions scandal, VW has been under pressure to bring in outside leaders rather than merely shuffling existing executives.

The company in September appointed Skoda chairman Winfried Vahland to head its North America operations, however the 25-year group veteran quit after just three weeks. VW’s US chief executive, Michael Horn, has retained his position despite the emissions problems first emerging as a conflict with US regulators.

“The USA is and will remain a key core market for the Volkswagen brand,” the automaker said in a statement related to Woebcken’s appointment. “That is why the North American Region must be steered in the interest of our customers and dealers there.”