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William Maley

VW News: Scott Keogh Changes Jobs from Audi of America's Boss to CEO of Volkswagen Group's North America Branch

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Scott Keogh, Audi of America's president will soon have a new job come November 1st. He will become CEO of Volkswagen Group's North American operations, taking over Hinrich Woebcken who held the position since April 2016. This is a big deal since Keogh will be the first American to hold the top position for Volkswagen's North America branch in 25 years.

Keogh has an impressive track record at Audi when he joined in 2006 as their chief marking officer. He would play a key role in boosting the awareness of the brand. In 2012, he was named president and would preside over one of the longest sales streaks that continues to this day.

His new assignment is going to be tough. As Automotive News points out, Volkswagen dealers have the " lowest profit margins of any brand in the U.S." A number of Volkswagen dealers also struggle with customer service. Keogh has worked on both at Audi, helping dealers improve profits and boosting customer satisfaction - vaulting itself into the top three. 

“Hinrich J. Woebcken has brought the Volkswagen brand back on track for success in the U.S. and the North American region. Considering the challenging conditions, these achievements deserve my dedicated recognition. After the successful comeback of the Volkswagen brand, Scott Keogh, who led Audi to excellence in the U.S., will build upon the momentum and implement the next stage in the growth strategy as we continue to develop Volkswagen into a more relevant player in North America,“ said Dr. Herbert Diess, CEO of Volkswagen AG in a statement.

Woebcken will be sticking around Volkswagen as an adviser. Keogh's replacement at Audi will be Mark Del Rosso, currently the head of Bentley's Aamerican division.

Source: Volkswagen, Automotive News (Subscription Required)


SCOTT KEOGH NAMED HEAD OF VOLKSWAGEN GROUP OF AMERICA

  • Hinrich J. Woebcken remains available to the company as an adviser
  • Mark Del Rosso, head of Bentley Motors Inc., Americas, named president of Audi of America

HERNDON, Va. (October 10, 2018) – Scott Keogh, head of Audi of America, was named president and CEO of Volkswagen Group of America as well as head of the Volkswagen brand for the North American region.

Keogh, who joined Audi in 2006, will succeed Hinrich J. Woebcken, who led the successful transformation of Volkswagen in North America. Woebcken will remain with the company as an adviser. Keogh’s successor is Mark Del Rosso, president and CEO of Bentley Motors, Inc., Americas, and former chief operating officer of Audi of America. Keogh and Woebcken's new roles are effective Nov. 1. Del Rosso joins Audi Dec. 1. A replacement for Del Rosso will be named later.

Keogh, 49, joined Audi as chief marketing officer, where he led the revival of the Audi brand with innovative marketing tactics that lead to record awareness and brand strength. In 2012, he was appointed president, building on the momentum to help reach record customer satisfaction levels and double sales from 2010 to 2015.

Woebcken, 58, an industrial engineer by training, was named CEO of the newly created North America region of the Volkswagen brand in January 2016 and then president and CEO of Volkswagen Group of America. He began his career with Krauss-Maffei in 1985. After holding positions in sales and marketing, he became managing director responsible for sales, marketing and after-sales with Dürr AG in 1997, before joining BMW as head of technical purchasing in 2004. Before joining VW, he was BMW's senior vice president, driving dynamics, and a member of the board of management at Knorr-Bremse AG. He will continue to be available to the company in the North American region as senior executive strategy adviser.

“Hinrich J. Woebcken has brought the Volkswagen brand back on track for success in the U.S. and the North American region. Considering the challenging conditions, these achievements deserve my dedicated recognition," said Dr. Herbert Diess, CEO of Volkswagen AG. "After the successful comeback of the Volkswagen brand, Scott Keogh, who led Audi to excellence in the U.S., will build upon the momentum and implement the next stage in the growth strategy as we continue to develop Volkswagen into a more relevant player in North America.“

Del Rosso, 54, is a graduate of the University of Southern California and an experienced marketing and sales executive with extensive expertise in the premium sector. He started his career with Toyota Motor Sales in 1991, holding various senior corporate and regional positions throughout the U.S. for Lexus and Toyota. In 2008, he became executive vice president, COO of Audi of America and was appointed president and CEO of Bentley Motors, Inc., Americas in 2017.


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Wishing him all the good luck as he overseas the EV roll out and addresses VW's sucky service.

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