Volkswagen Group Australia appoints new managing director

Volkswagen Group Australia – the official importer of Volkswagen, Skoda, Audi and Cupra brands (the latter two from 2022) – has appointed Paul Sansom as its new managing director, effective from 1 January 2022.

Sansom is currently the managing director of the Audi Australia brand – along with the chairman of the Audi Foundation – which will be integrated into the master Volkswagen Group Australia (VGA) firm from 1 January. The executive will lead both VGA and Audi Australia from the start of next year, until a successor has been found for the latter position.

He will replace current VGA boss Michael Bartsch, who has led the company since 2015, and has overseen all three of the company's current brands – Volkswagen Passenger Vehicles, Volkswagen Commercial Vehicles and Skoda – and laid the groundwork for the launch of Spanish marque Cupra.

Bartsch will transition into a new role at Volkswagen of America.

Sansom's previous roles include National Sales Manager at Jaguar UK, followed by Regional Brand Manager and Product and Planning Manager positions at Volkswagen UK, along with After Sales and Customer Service Director, and later Sales Director titles at Audi UK.

"Next year may prove to be the most important year in the history of Volkswagen Group Australia, and it is testament to Michael’s leadership that the company should be so well-positioned to play a leading role in shaping the future of mobility in this country," said Sansom in a media statement.

"The now five brands of Volkswagen Group Australia all have their own unique identity, and cater for their own distinct customer groups. The diversity of their expertise across the majority of market segments provides Volkswagen Group Australia with an unrivalled opportunity to appeal to more new and existing customers than any other competitor."

Farewelling the Volkswagen Australia team, Michael Bartsch said: "It has been a privilege to lead such an extraordinary team over the past six years. We have experienced our share of challenges and headwinds during that time, but we have never lost sight of the trust that our customers place in our brands."

"Our collective growth over that period is a mark of the significant progress our brands have made in Australia, and I am pleased to leave the next leg of their successful journey in Paul’s very capable hands."

Prior to Paul Sansom's appointment, Michal Szaniecki will assume the role of Volkswagen Passenger Vehicles brand director from 1 December 2021, moving from his existing role as director of Seat and Cupra brands in Poland.

The positions of directors of Volkswagen Commercial Vehicles, Skoda and Cupra brands will continue to be held by Ryan Davies, Michael Irmer and Ben Wilks respectively.