SHERIDAN, WYOMING – Feb. 17, 2025 – Volkswagen announced today that Christine Wolburg has been appointed as the Chief Brand Officer (CBO) of the Volkswagen brand, effective April 1st, 2025. This newly created role will report directly to Thomas Schäfer, CEO of Volkswagen Passenger Cars.
Wolburg to Lead Volkswagen Brand Experience Strategy
Wolburg brings extensive experience in the automotive industry and brand development to Volkswagen. In her new role as CBO, she will be responsible for developing and implementing a comprehensive brand experience strategy across all touchpoints, including in-vehicle operation, dealership sales, and advertising campaigns.
"We are pursuing a clear goal for the Volkswagen brand – becoming the world’s leading volume manufacturer in terms of technology by 2030," said Schäfer. "Now, in the middle of our catch-up phase, we are gaining a recognized expert with solid expertise in brand experience strategies and customer experience. Christine Wolburg and her team will develop a consistent, fitting brand experience across all touchpoints, from in-vehicle operation to dealership sales to the advertising campaign."
Creating a Holistic Brand Experience
Wolburg's focus will be on creating a holistic brand experience that is consistent across all regions. She will work closely with key areas such as Design, Vehicle Strategy, Digital Business, and Communications to ensure that the Volkswagen brand is presented in a unified and compelling way.
"I am excited to join Volkswagen and contribute to the brand's continued success," said Wolburg. "I believe that a strong brand experience is essential for building customer loyalty and driving business growth. I look forward to working with the team to create a truly world-class brand experience for Volkswagen."
Extensive Experience in the Automotive Industry
Wolburg has a proven track record of success in the automotive industry. She joins Volkswagen from Berliner Verkehrsbetriebe (BVG), where she served as Head of Sales and Marketing. Prior to that, she spent 17 years at Mercedes-Benz, holding various positions in product management, sales, and marketing.
"In Christine Wolburg we are gaining a recognized expert with solid expertise in brand experiences and customer experience," said Schäfer.
A New Era for Volkswagen
The appointment of Wolburg as CBO signals a new era for Volkswagen as the company focuses on becoming a leader in the electric vehicle market. With her experience and expertise, Wolburg is well-positioned to help Volkswagen achieve its ambitious goals.
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