2019 ALL STAR | MARKETING
Senior vice president, VW brand marketing,
Volkswagen of America
Saad Chehab is unquestionably one of the auto industry’s best marketing minds, and he might just be the Tom Brady of Super Bowl advertising.
His was the driving voice behind the string of hit Super Bowl ads that FCA ticked off earlier this decade, for which he was named an All-Star in 2011 and 2012. He left FCA after a stint with Maserati — where he put the Ghibli on the map with another high-profile and successful Super Bowl ad — and joined Kia in 2017.
With the Korean automaker, Chehab, 52, once again turned to the Super Bowl to change the brand’s image, moving away from celebrity-focused ads toward a more inspirational tone for its Telluride crossover.
When Chehab finds a compelling story, as he did with the critically acclaimed Telluride this year, he shares it in a way that not only makes his product look better, but also makes the people behind that product proud to be associated with it.
Chehab left Kia in June to become chief marketing officer for Volkswagen of America, setting up the possibility of one day becoming the first executive to be named an Automotive News All-Star with three different brands from three different continents.