Volkswagen U.S. leadership is set to see a major change as the Volkswagen Group has announced a significant reshuffle in the leadership structure of its North American business.
The company has decided to give Marco Schubert overall responsibility for the North American region. He will assume this role effective October 1, 2026, and will report directly to Volkswagen Group CEO Oliver Blume.
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This Volkswagen U.S. leadership change comes at a time when North America, especially the US market, has become a highly important growth region for the Volkswagen Group. According to the company, Schubert’s extensive international sales experience will play a key role in further strengthening the North American business.
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Marco Schubert Will Take Over North America Responsibility
Marco Schubert currently serves on Audi’s Board of Management, handling Sales and Marketing responsibilities. He is also part of the Volkswagen Group’s Extended Executive Committee.
Schubert will assume cross-brand responsibility for the North American region effective October 1. In this role, his focus will not be limited to the Volkswagen brand, but will also include coordinating broader Volkswagen Group operations.
Volkswagen Group CEO Oliver Blume highlighted Schubert’s international experience and sales leadership in various markets. The company considers North America one of its most important growth markets.
Kjell Gruner Is Leaving Volkswagen
Current North America chief Kjell Gruner is exiting the company. According to Volkswagen’s official announcement, Gruner has decided to leave the company so that he can pursue new professional challenges.
Gruner became President and CEO of Volkswagen Group of America in December 2024. Prior to this, he held senior leadership roles at Rivian and was also President and CEO of Porsche Cars North America.
Volkswagen CEO Oliver Blume thanked Gruner for leading the North American business and introducing important models, including the new Atlas.
Volkswagen U.S. Leadership Change Not Just Limited to the US
Interestingly, Volkswagen’s latest reshuffle isn’t limited to its North American operations. Along with Schubert’s move, the group has also announced multiple senior-level changes across Audi, the Volkswagen brand, Skoda, and Volkswagen Group Africa.
Martin Sander will become Audi’s Sales and Marketing Board Member effective October 1. He currently handles Sales, Marketing, and After-Sales responsibilities for the Volkswagen brand.
His current position will be taken by Martin Jahn, who is currently a Sales and Marketing Board Member at Skoda.
Martin Biene will replace him as Sales and Marketing at Skoda. Biene is currently the Chairwoman and Managing Director of Volkswagen Group Africa.
Meanwhile, Christiane Zorn will be the new Chairwoman and Managing Director of Volkswagen Group Africa.
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Why Is North America So Important For Volkswagen?
North America is already a major strategic market for the Volkswagen Group. The company has focused on expanding local production, battery manufacturing, vehicle development, and EV capabilities in the region in recent years.
When Kjell Gruner was appointed CEO of Volkswagen Group of America in 2024, the company identified North America as one of its strategic pillars. At that time, the Volkswagen Group spoke of targeting growth opportunities in the USA, Canada, and Mexico.
Giving Ab Schubert broader regional responsibility is an important strategic move for the company. Especially as the Volkswagen Group globally reshapes its product lineup, technology and regional strategy.
What does this change mean for US customers?
The immediate impact of the Volkswagen U.S. Leadership change will not be directly visible to customers. Cars, pricing, or dealerships will not change overnight.
But in the long term, it could impact product strategy, vehicle launches, marketing, sales networks, and regional planning.
The US market is becoming increasingly competitive for European automakers. American buyers are looking for strong choices in SUVs, pickups, hybrids, and EVs, while automakers are having to develop products to suit local preferences.
For Volkswagen, growth in North America means more than just increasing sales of existing models. The company will also have to strengthen its product portfolio and brand positioning to meet the changing expectations of US customers.
Volkswagen Is Looking For The Next Phase Of Growth
The Volkswagen Group has also focused on its broader transformation strategy through 2026. The company has stated that it is streamlining its business to improve its competitiveness around products, technology, and regions.
The North American leadership change can be seen within the context of this broader strategy. Schubert has more than 25 years of experience within the Volkswagen Group and has held senior roles in various businesses and markets, including Europe, China, Asia-Pacific, Porsche, and Audi.
His international sales background could be useful in shaping the Volkswagen Group’s next growth phase in the US and wider North American markets.
Bottom Line
Volkswagen U.S. Leadership latest reshuffle is more significant than a routine management change, particularly because North America is becoming an increasingly important growth market for the Group.
Marco Schubert will assume overall responsibility for North America effective October 1, while Kjell Gruner will depart from Volkswagen. Senior leadership changes will also occur at Audi, the Volkswagen brand, and Skoda.
It will be interesting to see what direction Volkswagen Group North America takes with new products, sales strategy, and brand positioning under Schubert. For American buyers, its real impact will gradually become visible in upcoming product launches and market strategy.
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Raj Prajapati is a Senior Automotive Content Writer at AutoIndiaDaily. A B.Tech graduate in Computer Science and Engineering, he leverages over four years of experience covering Indian car and bike launches, EV tech, and market dynamics to break down complex automotive regulations into simple consumer guides. Specialising in Indian motor vehicle laws, IRDAI updates, and ownership costs, Raj translates technical auto policies into actionable advice for everyday drivers.