Johan de Nysschen has been appointed to the newly-created role of chief operating officer of Volkswagen North America.
De Nysschen will begin his new job on October 1, 2019, and will report to the CEO of Volkswagen Group of America (VGA), Scott Keogh.
According to Volkswagen, it has shifted in the wake of the Dieselgate crisis to a more regional structure in order to "increase efficiencies across the region and develop products tailored to the markets".
While other "import" brands, such as Toyota, Honda, Nissan and Hyundai, have transformed themselves from bit-part players into significant forces in the US market, Volkswagen has struggled to break out of its niche even though it has developed larger and less luxurious vehicles, such as the Jetta and Passat, to cater to what it perceives as American tastes.
It can be argued the company's last attempt to double volume led it to develop diesel engine software that could cheat its way past emissions bench testing.
Above: Cadillac XT6.
De Nysschen's new role marks a return to a company he worked at for over 20 years. His roles during his first stint including managing Audi in South Africa, Japan and the USA.
In 2012 he jumped ship to become the head of Infiniti. During his two years there, he moved the company's headquarters from Yokohama to Hong Kong, and dropped long established names, like G, M and FX, for Q- or QX-based monikers.
He defected to Cadillac in 2014, where he moved the brand's headquarters from Detroit to New York, and rebranded the entire range with CT or XT prefixes. He also approved an expansion of the company's range of crossovers, but was fired in 2018 before his plans could bear fruit.