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Volkswagen Group of America appoints Scott Keogh as CEO

By Sheetal Sukhija, US News
11 Oct 2018, 18:30 GMT+10

MICHIGAN, U.S. - Following its 2015 admission of cheating on emission tests, Germany's biggest automaker Volkswagen has been making efforts to overcome the regulatory crackdown from its the biggest crisis ever.

At the same time, it has been trying to enhance sales figures, to deal with the increased costs from the damages, compensations and buybacks.

Now, in an effort to implement the next phase of the company's growth strategy, the German auto giant has named a new head for its American group.

Volkswagen CEO Herbert Diess named Scott Keogh as the new CEO of Volkswagen Group of America.

The automaker is hoping that Keogh, who currently heads Audi of America, will be able to replicate the same success story with Volkswagen's America Group.

Diess said in the company's announcement, 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."

After joining Audi as the company's chief marketing officer in 2006, Keogh became the company's president in 2012.

Between 2010 and 2015, Keogh managed to drive the brand towards doubling its sales in the region.

Volkswagen said that 49-year-old Keogh will become president and chief executive of Volkswagen Group of America as well as head of the Volkswagen brand for the North American region effective November 1.

Keogh will succeed Hinrich Woebcken, who has been heading VWs North American region since January 2016, after the company admitted to the emission cheating scandal.

The German automaker said that Woebcken will remain with the company as an adviser after Keogh assumes the new role.

Keogh's appointment comes at a time when Volkswagen has been trying to overcome weakening demand for cars by pushing for higher sales of new sport utility vehicles.

Last month, Volkswagen said that its U.S. sales through September this year had recorded a 5.5 percent rise to 266,228 vehicles.

However, sales of the company's latest Jetta sedan dropped 33 percent, while the Passat recorded 34 percent lower sales and its G

The company further revealed that its two new SUVs now account for over 40 percent of all U.S. sales.

Keogh will be hoping to shift gears at the company, from slow-selling cars to SUVs.

Meanwhile, Audi has said that Keogh will be succeeded by the current president and CEO of Bentley Motors, Mark Del Rosso.

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