VW’s North America boss Pablo Di Si leaves – Kjell Gruner takes over
In an official announcement, Volkswagen says that Kjell Gruner will succeed Pablo Di Si as President and CEO of Volkswagen Group of America and CEO of the Volkswagen North America brand effective 12 December 2024. The manufacturer does not comment on the reasons. However, the company mentions that Pablo Di Si “has stepped down from his position on his own request.” Gerrit Spengler, CHRO of Volkswagen Group of America, will now assume the role of interim CEO for a few weeks until Gruner takes over.
There has already been speculation about the top manager’s departure in recent weeks. For example, German media reported around a month ago, citing insiders, that Pablo Di Si could lose his job. The main reason for this is said to be the poor sales figures for the VW ID.4 in North America. Initially, 100,000 units of the electric model were to be built and sold in the USA each year – VW had expanded the factory in Chattanooga specifically for this purpose. However, in the first three quarters of this year, VW only sold 16,400 units. And there were repeated recalls due to technical defects.
The current business figures in North America are also dramatic: the region is expected to fall 1.3 billion euros short of expectations in the planning for the VW earnings programme up to 2025. Di Si had apparently planned far too positively, could not deliver, and would thus have to resign soon, the German Manager Magazin reported in mid-October.
That is what has now happened. As is usual with such personnel changes, the manufacturer officially thanks the outgoing manager. In this case, VW Group Board Member for Human Resources Gunnar Kilian did so: “Volkswagen AG is indebted to [Gruner’s predecessor, Pablo Di Si. His outstanding commitment was of central importance in realigning our business in South America. He subsequently laid the foundation for the positive development of our North American strategy.”
Kilian describes CEO successor Kjell Gruner as an absolute expert for the US market. “He has over 25 years of experience in the automotive industry and extensive know-how in exploiting and expediting growth opportunities in North America.”
Arno Antlitz, CFO & COO of the Volkswagen Group, also thanked the outgoing and welcomed the incoming CEO: “The North American market with Canada, Mexico, and the USA is an important strategic pillar for the Volkswagen Group. Targeted investments in local production and innovative technologies are strengthening our global footprint and enabling us to better meet the needs of our American customers. We would like to thank Pablo Di Si, who, together with his local team, has made a lasting contribution to strengthening the American regions of our Group. In Kjell Gruner, we have brought on board an experienced expert who knows the market and customers very well and will continue to consistently pursue the growth path we have embarked on.”
Gruner took on his first management tasks at Porsche AG in Stuttgart at the turn of the new millennium before moving to the strategy department at DaimlerChrysler AG in 2004. From 2006, he headed the strategy department at Mercedes Benz Cars. In 2010, Gruner moved back to Porsche AG as Global Chief Marketing Officer before becoming President and CEO of Porsche Cars North America in 2020. Most recently, however, Gruner was employed outside the Volkswagen Group – as Chief Commercial Officer and President Business Growth at US startup Rivian.
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