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Volkswagen of America names Saad Chehab to lead brand marketing

Aug 14, 2019

  • Saad joins VW from Kia Motors to build on new VW brand momentum
  • Derrick Hatami, EVP of sales and marketing, Jim Zabel, SVP of marketing, to leave VW

Herndon, VA — Volkswagen of America, Inc. named Saad Chehab senior vice president, VW brand marketing. He starts in his new role Aug. 19.

Saad will be responsible for setting and driving marketing for VW, including building on the momentum generated by Drive Bigger, VW's new brand campaign. He'll report to the head of the VW Group in the U.S., Scott Keogh.

Saad has more than 26 years of automotive experience. He most recently led marketing and communications for Kia Motors America. He joined Kia from FCA Group where he ran global marketing for Maserati, after leading the Chrysler and Lancia brands.

“To know Saad's work is to know him,'' Keogh said. "He is an accomplished, creative, thoughtful and passionate person and the work, from Chrysler to Maserati to Kia, reflects it. We've built a powerful brand platform at VW and I'm looking forward to see how Saad can take full advantage of it."

Before joining FCA, Saad was director of creative services for Ford Motor Co., following six years designing automotive dealerships for an architectural firm. Saad, 52, holds a bachelor's degree in architecture from University of Detroit Mercy.

In addition, VW announced that Derrick Hatami, EVP, sales and marketing for the VW brand, is leaving the company, as is Jim Zabel, SVP, VW brand marketing.  Both changes are effective today.  Derrick's responsibilities will be handled on an interim basis by Werner Eichhorn, chief sales and marketing officer for the VW brand in North America.


About Volkswagen

Founded in 1955, Volkswagen of America, Inc. is an operating unit of Volkswagen Group of America and a subsidiary of Volkswagen AG, with headquarters in Herndon, Virginia. Volkswagen’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen sells the Arteon, Atlas, Beetle, Beetle Convertible, e-Golf, Golf, Golf Alltrack, Golf GTI, Golf R, Golf SportWagen, Jetta, Passat, and Tiguan vehicles through more than 600 independent U.S. dealers. Visit Volkswagen online at or to learn more.


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