


December 01, 2006 CEO Intrigues in DeutschlandWHAT IS IT WITH GERMAN auto CEOs? Must they all get caught up in Shremppian delusions of grandeur?
Ferdinand Piëch seems to be reaching for those heights. He is the controlling shareholder of Porsche and the grandson of Ferdinand Porsche, who designed the VW Beetle. Under his leadership, Porsche strayed from its core metallic mission and became the largest shareholder of Volkswagen, which has a completely different brand identity. VW's ownership and governance structure also is a real dog's breakfast—Lower Saxony, a state government, owns a big stake, and the IG Metall union controls half the seats on the company's supervisory board. It is, quite simply, an unmanageable company.
So now Piëch has forced out Bernd Pischetsrieder, the VW CEO, for no apparent reason other than Piëch's desire to build the legend in his own mind. "Why can't he leave the company alone?" asked one senior executive at VW.
The only positive note is that Martin Winterkorn, CEO of the Audi unit, steps up to lead all of VW. Audi is one of the world's fastest growing luxury carmakers, but VW hasn't understood how to manage the Audi brand. It introduced the ill-fated $72,000 VW Phaeton, for example, which should have been an Audi. Maybe now Audi can shine. For better or worse, German CEOs are in the spotlight:
Tags: ceo (53) shareholder (31)
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