Volkswagen Appoints Andreas Offermann as SEAT's New Sales and Marketing Chief
Andreas Offermann will take over SEAT’s sales and marketing from September 2013, replacing Paul Sevin as Volkswagen seeks to revive its struggling Spanish brand.
Volkswagen has named Andreas Offermann as SEAT’s new executive vice-president for sales and marketing, effective 1 September 2013. Offermann, 56, moves from his previous Volkswagen Group role to take over from Paul Sevin, who will become a consultant for the group.
The appointment comes as part of a broader reshuffle at SEAT’s top level. In May, Juergen Stackmann replaced James Muir as SEAT’s chief executive. Muir, in turn, moves to Offermann’s former post, overseeing global coordination of Volkswagen’s national sales companies.
Offermann’s background in sales management
Offermann brings experience from both BMW and Porsche. He joined Porsche in 1994 as head of export sales and later became head of global sales operations. His background in premium and volume brands is expected to support SEAT’s efforts to expand its international presence and improve profitability.
Paul Sevin, 62, joined SEAT in 2010 after a long career at Peugeot, where he led global marketing and trading strategy. Sevin will remain with Volkswagen as a consultant after handing over to Offermann.
SEAT’s financial and sales challenges
SEAT remains the Volkswagen Group’s only loss-making brand. In 2012, SEAT’s operating loss narrowed to €156 million from €225 million the year before. However, the brand’s sales continue to struggle, with a global drop of 8% in 2012 to 321,000 vehicles. The Spanish market, SEAT’s home territory, saw a 9.7% fall in sales through February 2013, a decline attributed to high unemployment and weak demand.
Volkswagen’s management changes at SEAT reflect pressure to reverse these losses. The group is seeking to strengthen SEAT’s market position, particularly outside Spain, where demand has been hit hardest. Offermann’s track record in sales expansion will be tested as SEAT looks to stabilise its performance.
Leadership changes at Volkswagen Group
The move is part of a series of high-level changes at Volkswagen Group’s brands. With Stackmann now leading SEAT and Offermann taking charge of sales and marketing, the group is positioning experienced executives to address underperforming divisions. James Muir’s new role coordinating national sales companies reflects Volkswagen’s broader strategy to align its global sales operations more closely.
SEAT’s future direction under Offermann will depend on his ability to leverage his experience from Porsche and BMW to drive sales growth and improve profitability. The brand’s continued losses and weak sales make this a critical appointment for Volkswagen’s Spanish subsidiary.
