Volkswagenrestructures its brand board and sends Thomas Ulbrich after him China. The car manufacturer announced on Monday that he would be responsible for the development activities of the entire group from April 1st.
The qualified engineer was previously responsible for the New Mobility department on the VW brand board and was therefore responsible for the areas of development, e-mobility as well as production and logistics. He takes over the position from Marcus Hafkemeyer, who “will take up a new position within the group,” as the statement continues.
Ulbrich is a manager with extensive experience in China; he has already worked for Volkswagen there twice during his career. “With Thomas Ulbrich, our group’s leading development and software expert will now further promote the localization and networking of development activities in the region,” said China boss Ralf Brandstätter (55), a long-time companion of Ulbrich.
VW brand board is being reduced
Ulbrich’s tasks in software development will be taken over by VW development chief Kai Grünitz. The number of board members is therefore reduced to seven people. VW brand boss Thomas Schäfer (53) said that merging the two board departments would help shorten development times.
Volkswagen gave market leadership in China to its Chinese rival last year after decades at the top BYD lost, especially in the booming electrical market, the Germans have lost touch. Brandstätter now wants to use the new strategy “In China, for China” make a comeback. He wants to bring 30 new electric models onto the market in China by 2030.
A key to this is the Volkswagen China Technology Company (VCTC) in Hefei, eastern China, the group’s largest development center outside Germany, of which Ulbrich will now become CEO. With VCTC, the development of models for the Chinese market will be relocated from Wolfsburg to China and, according to the plans, the time until vehicles and components are ready for market will be reduced from 50 to 36 months. To this end, the first local electric platform is to be developed on site.