Alan Bateson takes the wheel at Volkswagen Passenger Cars Ireland

Published on 30th May 2023 at 10:52

Alan Bateson has been named the new Brand Director, Volkswagen Passenger Cars 
Ireland. He over from Rodolfo Calixto who has moved to Volkswagen Group China, 
Alan brings a wealth of experience to his new role, gathered during his years as 
Brand Director for VW Commercials, where has a strong track record of success, 
having overseen significant growth and brand recognition during his tenure. Prior to 
that he was Head of Aftersales for Volkswagen Group Ireland from 2009. 
In this new role as Brand Director for Volkswagen Passenger Cars, Alan will be 
responsible for leading the brand in Ireland as it transitions towards e-mobility and 
strives to meet its ambitious sustainability goals.  
Volkswagen Passenger Cars has a 22% market share, its ID.4 is Ireland’s best-selling 
electric vehicle two years running and tops the sales charts in 2023 with a 15.7% 
market share. 
Commenting on the appointment, Alan said: “I am thrilled to take on this new role 
with Volkswagen Passenger Cars Ireland. This is an incredibly exciting time to be 
working in the motor industry and Volkswagen is leads the way as we transition to e- 
mobility and full sustainability.” 
In his role as Brand Director for VW Commercials last year, Alan led the introduction 
of the brand’s first electric vehicle, the Volkswagen ID. Buzz, which went on to 
become Irish Car of the Year and Irish Van of the Year 2023, the first time a single 
model has won both awards in the same year. 
Carla Wentzel, CEO of Volkswagen Group Ireland, said: “We are delighted to 
welcome Alan to his new role as Brand Director for Volkswagen Passenger Cars 
Ireland. Alan's experience and proven track record will be instrumental in driving the 
Volkswagen brand forward and ensuring we continue to provide our customers with 
the best possible experience.” 
Alan, who officially takes on his new position from June 1, added: “I am really excited 
to start working alongside the talented Volkswagen Passenger Cars team in Liffey 
Valley as well as our first-class dealer network. Together, we will strive to give our 
customers the best possible experience while working towards our goal of a more 
sustainable future for Volkswagen in Ireland.” 
We at wish Alan well in his new role.