Adrian Hallmark: 'Something needs to change.'
How would you describe your first impressions of VW?
We need to get a grip on where we are. We need to get dealer engagement up. We need to get customer satisfaction with our dealers up.
You've been in charge of luxury brands overseas. What do you bring to a mass-market brand such as VW in America?
I may have opinions, but I'm not an arrogant bastard. Imposing my opinions without knowing anything can be lethal. You can understand the numbers, but you also have to understand the spirit of the business.
People who are deemed losers can be winners with a change of perspective. I look at our dealer satisfaction and customer satisfaction numbers, and those levels are not where they need to be. The way we generate profits for our dealers is out of balance. Something needs to change.