Martin Sander appointed Volkswagen's new sales chief


Martin Sander is to join the Volkswagen as its new sales and marketing chief, succeeding Imelda Labbé.

Sander who joins from Ford will report directly to Volkswagen CEO Thomas Schäfer who said of his appointment: “Martin Sander brings a wealth of experience as a seasoned sales expert and proven leader. With his extensive background in the automotive industry and his prior experience within the Volkswagen Group, Martin is well-equipped to drive our sales organisation forward sustainably.

“His expertise in international markets will be invaluable as he sets strategic priorities in marketing and after-sales. Imelda Labbé, his predecessor, has significantly boosted our market share since 2022 and revitalised Volkswagen’s brand image through her exceptional sales acumen and initiatives like the Energise project.”

Most recently, Sander served as chairman of the board of management of Ford-Werke and general manager of Ford Model e for Ford of Europe. In these roles, he oversaw the development of electric vehicles and the advancement of software and services for connected vehicles in Europe.

Sander, a mechanical engineer by training, boasts a 25-year career in the automotive industry. His diverse experience includes numerous management positions at Audi across North America and Europe, including roles such as senior vice president of sales for Europe, Germany, the Americas, and the UK.

Originally from Hildesheim, Sander studied mechanical engineering at the Technical University of Braunschweig, where he earned his engineering degree.



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