Dirk Voeste, Volkswagen’s chief sustainability officer, was recruited in 2023 after his daughter told him to “clean up the mess” left by his generation. The German automaker is facing a collapse in China sales, with deliveries falling 36.6% in the second quarter and market share declining by 26%, as Chinese competitors accelerate in the electric vehicle market. To address these challenges, Voeste developed the Regenerate+ strategy, a framework encompassing decarbonization, circular economy and biodiversity, presented as a new profit pool for the group. The 64-year-old former biologist advocates for an approach where sustainability becomes integral to Volkswagen’s business model rather than a communication exercise, and pushes for resilient adaptation to the global automotive market transformation.
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