Niels Wichmann, new Head of Volkswagen Brand in SA

Niels Wichmann has been appointed as the new Head of Volkswagen Passenger Cars Brand effective 1 August 2023.

23 V Wniels1

Wichmann replaces Steffen Knapp who has been appointed as the brand head of Volkswagen Taiwan.

Wichmann, 51, joins Volkswagen Group South Africa (VWSA) from Volkswagen’s headquarters in Wolfsburg where he was head of Product Marketing for small/compact cars such as Polo.

Steffen Knapp, outgoing Head of Volkswagen Brand with Niels Wichmann, new Head of Volkswagen Brand.

He has been working for Volkswagen since 2000. During this time, Wichmann has held various management positions in sales within the Volkswagen Brand, including a global assignment in Brazil.

“Niels brings with him a wealth of experience in sales and product marketing, which will help us to move the brand to the next level, especially at this time when it is faced with tough competition in the local market.

“He will also play an important role in our growth strategy in sub-Saharan Africa,” said Thomas Milz, VWSA Sales and Marketing Director.

More Industry News stories

Mazda SA appoints Kyron Pather as Head of Operations

Mazda SA appoints Kyron Pather as Head of Operations

Mazda Southern Africa has promoted Kyron Pather to Head of Operations (Sales & Service). The appointment strengthens the company's operational leadership as it looks to improve performance across its dealer network and aftersales business.

  • 14 May 2026
Bakkies take centre stage at Nampo 2026

Bakkies take centre stage at Nampo 2026

Nampo Harvest Day near Bothaville in the Free State has always been the place where South Africa’s farming community gathers to see the latest machinery and, importantly, new bakkies.

  • 13 May 2026