Chris Craft has been appointed as director of Volkswagen Passenger Cars UK.
He takes over from Paul Willis who is moving to a senior position with another vehicle manufacturer.
Previously director of Škoda UK, Mr Craft has been with the Volkswagen Group for more than 14 years.
He has headed the sales operations and marketing departments for Volkswagen Cars and was also group services director.
During his four years with Škoda he managed to break 40,000 sales for the first time in 2007.
He is now tasked with building on the work of Mr Willis.
Mr Craft will report to Volkswagen UK managing director, Robin Woolcock.