VW, as it seeks to catch Tesla, names new bosses for development, quality assurance

FRANKFURT -- Volkswagen Group has shuffled the leadership of its development and quality assurance activities as the automaker's push to capture the leadership in EV sales from Tesla gathers pace.

Frank Welsch, chief development officer at the VW passenger car brand, has been appointed to a new groupwide role as head of quality assurance.

Thomas Ulbrich, VW brand's e-mobility boss, will take over Welsch's role as the brand's chief development officer.

The management shuffle comes after the launch of the VW ID3 compact hatchback, the first of the automaker's new generation of battery-powered cars, was marred by software glitches. VW began ID3 deliveries in September, but without key functions such as App Connect, which meant owners could not use Apple CarPlay and Android Auto.

VW CEO Herbert Diess said Welsch's appointment strengthened the group's cross-brand quality management by putting an experienced vehicle expert and engineer in charge of quality.

"To ensure a consistent quality level, the quality assurance heads of the brands will in future also report to Welsch in a functional capacity," Diess said in a statement.

Welsch, 56, will report directly to Diess.

VW Group's latest five-year investment plan seeks to close the company's gap in software expertise with Tesla.

The group's EV push includes a VW brand halo electric car to rival the Tesla Model S that is being created under the Project Trinity program. A seven-seat premium electric flagship, codenamed "Landjet," is being developed for Audi, Porsche, Bentley. 

VW brand CEO Ralf Brandstaetter praised Ulbrich's work on bringing to market the ID3 and ID4 cars "in record time."

The ID4 crossver went into production in Zwickau, Germany, in August, starting the global rollout of cars built on VW Group's MEB electric platform.

Ulbrich's appointment will help to accelerate the automaker's electric cars and digitalization push, Brandstaetter said in a LinkedIn post.

VW said Ulbrich's e-mobility responsibilities will transfer back to the respective divisions now that the ID3 and ID4 have entered their launch phases.

Ulbrich, 54, started his career in 1992 at VW's plant in Wolfsburg, Germany. He held management roles at FAW-Volkswagen in China, at VW's Emden plant in Germany and at VW commercial vehicles.  He was appointed e-mobility chief in 2018.