Volkswagen brand’s U.S. marketing is now in the able hands of Kevin Mayer, who will be making the transfer from General Motors. Volkswagen of America’s sales had increased by 38% this year. Mayer, who is 42 years old, served as Chevrolet’s director of advertising and sales promotion since 2010. Starting June 6, Mayer will be a vice president at VW.
He will fill a position that has been open since Tim Ellis left a year ago. Mayer will be reporting to Tim Mahoney, VW of America's chief product and marketing officer. In a statement, Mahoney said that Mayer’s “results-oriented approach” to managing the brand, his skills as a leader, industry relationships, and success in developing comprehensive brand building, would be “important assets” as it gets ready for continuous growth and momentum in the market.
While Mayer was at GM, he led the planning of Chevrolet’s ads for the Super Bowl. He also oversaw the launch last year of the Chevy Sonic subcompact, which had relied greatly on Web and social media. In addition, he had helped develop a nationwide campaign dubbed "Under the Blue Arch," featuring the moves of the sales staff at a make-believe Chevy dealership. Before becoming a part of GM, Mayer worked at Subaru of America as its director of marketing communications.
He had also worked at Hyundai, Mitsubishi, and Colby & Partners in various marketing and advertising roles. In early May, Mark Barnes, VW's vice president of customer experience, departed GM to accept the top sales executive post responsible for China and other overseas markets.
This position has since been taken by VW veteran Robert Martell. Last year, VW's sales in the U.S. grew by 26% to 324,402 vehicles. It did better than the 10% growth of the total U.S. market. The 38% climb this year through April has also been recorded while the market had a 10% climb.