Alan Bateson has been named the new Brand Director, Volkswagen Passenger Cars Ireland.  

Alan replaces Rodolfo Calixto who has moved to Volkswagen Group China. He brings a wealth of experience to his new role. He joins the brand from his previous role as Brand Director for Volkswagen Commercial Vehicles. Prior to that he was Head of Aftersales for Volkswagen Group Ireland from 2009. 

As Brand Director for Volkswagen Passenger Cars, Alan will be responsible for leading the brand in Ireland as it transitions towards emobility and strives to meet its ambitious sustainability goals.  

Commenting on the appointment, Alan Bateson 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 leads the way as we transition to emobility and full sustainability.” 

Alan’s appointment is testament to years of expertise and leadership demonstrated within the Volkswagen Group. He has a strong track record of success, having overseen significant growth and brand recognition during his tenure at Volkswagen Commercial Vehicles Ireland.  

Last year, he 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 Bateson, 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.”