Volkswagen Brand Group Core will change several senior market and sales responsibilities on October 1, 2026. For automotive and electric-mobility readers, the key distinction is between the confirmed leadership changes and the future North American products Volkswagen says it is considering.
What changes on October 1
The Volkswagen Newsroom announcement dated September 3, 2026 covers changes within Brand Group Core, Volkswagen Group’s organisational grouping for its volume brands. It concerns the allocation of responsibilities across the group, not a new vehicle launch or a confirmed change to a specific model. The appointments have been announced, but the new assignments are scheduled to begin on October 1, 2026.
Marco Schubert will join the extended executive committee for the North America region and take responsibility for the region’s global strategy. Volkswagen says the role will support a stronger focus on segments that reflect market demand and the needs of customers and dealers.
Martin Sander will succeed Schubert as Audi’s management board member responsible for sales and marketing, while also joining the Volkswagen Group’s extended executive committee. Volkswagen’s official curriculum vitae notes that Sander has led sales, marketing and after-sales at Volkswagen Passenger Cars since July 1, 2024. His next assignment is a move between group brands and responsibilities, not a newly created executive role.
Martin Jahn will succeed Sander on the Volkswagen brand’s management board, responsible for sales, marketing and after-sales. Martina Biene will take over Jahn’s sales and marketing responsibilities on the Škoda management board. Christiane Zorn will become president and chief executive officer of Volkswagen Group Africa, replacing Biene. Together, these handovers span Audi, Volkswagen, Škoda and Volkswagen Group Africa.
What Volkswagen is signalling for North America
Volkswagen says it plans to accelerate its presence in North America’s growing hybrid-electric vehicle segment. It will also study opportunities in the B segment using a body-on-frame architecture, including robust SUVs and pick-ups, as a possible part of its future North American portfolio.
The wording matters. The appointments have a named role and effective date; the hybrid strategy is a stated priority; and the body-on-frame idea remains under study. None of this confirms a model name, launch date, price, powertrain specification or market availability. It also does not say that an existing programme has been cancelled or replaced.
How to follow the next update
- Use October 1, 2026 as the handover date. The new responsibilities should not be described as active before then.
- Keep the roles separate. Schubert’s assignment is North America strategy; Sander is moving to Audi sales and marketing; Jahn, Biene and Zorn are taking the Volkswagen, Škoda and Volkswagen Group Africa responsibilities described above.
- Watch for product evidence. A later official Volkswagen update should identify a vehicle, timing, technical details or availability before the North American signals are treated as a confirmed programme.
The reshuffle changes Volkswagen’s leadership structure and places North America under a more focused strategic remit. It also identifies hybrids and potentially rugged, body-on-frame SUVs or pick-ups as areas of interest. Until Volkswagen names a product and timetable, the confirmed story is organisational direction—not a vehicle launch.