Volkswagen has poached senior Ford marketer Andrew Coombe to be its
UK marketing director.
Coombe, who takes up the post in early-July, replaces Chris Craft, who
was promoted to VW's new role of director of group services in
Coombe has spent nine years at Ford and has been marketing director at
Ford Switzerland for the past two years. He joined Ford UK in 1992 and
worked on the launch of the Mondeo. He worked his way up through fleet
sales and retail sales and subsequently worked on the rental and used
car programme for Ford Direct, then in its infancy.
He then shifted over to Ford Europe, working as the brand manager for
Ford Focus until 1999, when he moved to Ford Switzerland. Prior to his
time at Ford, Coombe spent several years at investment bank UBS
Coombe said his move to Volkswagen gave him "a great chance to work with
a great brand". He will report to managing director Paul Willis and head
a pounds 35m adspend.
Communications manager Alan Doyle, who joined from Yellow Pages last
October, will continue to handle day-to-day advertising and the firm's
Volkswagen's advertising is handled by BMP DDB, while the group's media
has been handled by MediaCom since August 1999.
The marque's UK market share was slightly down last year, dropping from
7.04% in 1999 to 7.01% in 2000, according to the Society of Motor
Manufacturers and Traders.
However, parent company the Volkswagen Group continues to muscle its way
into the luxury market, with marques such as Rolls-Royce and Bentley,
while holding steady with its mass market brands, which include Skoda