Volkswagen has named Kjell Gruner, a former executive at Rivian, as the head of its U.S. operations, succeeding Pablo Di Si, who held the role since 2022. Gruner, previously Rivian’s chief commercial officer, brings experience that could aid Volkswagen as it navigates a shifting automotive landscape marked by electrification and labor negotiations.
The appointment comes as Volkswagen faces multiple challenges, including adapting to an evolving electric vehicle (EV) market and ongoing talks with the United Auto Workers (UAW) at its Tennessee manufacturing facility. Workers at the plant voted earlier this year to unionize, with contract discussions now underway.
Globally, Volkswagen has also encountered difficulties in its passenger-car division, prompting a reduced annual outlook and raising concerns about potential job cuts and plant closures in its home market of Germany.
The automaker is working to strengthen its EV strategy, with significant investments, including $5.8 billion in a joint venture with Rivian to develop electric platforms and software.
In the U.S., uncertainty surrounding EV incentives adds to the complexity. Reports indicate that the incoming Trump administration may eliminate the $7,500 federal tax credit for EV buyers, potentially impacting consumer demand. Despite this, several trims of Volkswagen’s ID.4 electric SUV still qualify for the credit.
