Martin Sander appointed Volkswagen's new sales chief

Martin Sander is to join Volkswagen's board as its new sales, aftersales and marketing chief, succeeding Imelda Labbé.

Sander, who joins from Ford on July 1, will report directly to Volkswagen chief executive Thomas Schäfer.

Schäfer said: "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 aftersales. 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.

He was the director of Audi UK from 2012 to 2013 before heading back to Audi's global HQ in Germany.

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