Signing of the century: Skoda's Klaus Zellmer is perfect for Volvo

Sometimes a big-name executive hire makes so much sense you wonder why you didn’t see it coming. Volvo nabbing Skoda boss Klaus Zellmer as its new CEO fits that bill. When the press release landed it was a huge shock - yet it instantly made perfect sense. Outgoing Volvo boss Hakan Samuelsson was never going to be easy to replace. That’s not conjecture either: the last time it happened was a disaster. Industry veteran Samuelsson led Volvo from 2012 until 2022, leading its incredible revival and growth from its struggles as part of the Ford empire, under the ownership of Chinese giant Geely. With Volvo pushing to reinvent itself as a software-led firm it went off the board to replace Samuelsson, hiring former Dyson exec Jim Rowan. He clearly arrived with a mandate to change how Volvo operated and had some success in that regard, but he was ousted by the board in March last year due to concerns about the company’s finances. Samuelsson (below) returned on a two-year term and quickly stabilised Volvo. To be fair, he built on the path set by Rowan, including continuing to reverse the firm commitment to go EV-only by 2030 - a policy introduced by Samuelsson - by expanding the firm’s hybrid offerings. Crucially, Samuelsson got Volvo’s finances in order because of his understanding of how to run a car firm. In recent years he’s had to deal with tariffs, changing policy, shifting consumer demand and production issues, but he’s navigated Volvo through them in a strong position. But Samuelsson is 75, and his second tenure in the role was never going to be indefinite, forcing a decision that risked the stability he created. While Zellmer is a Volvo outsider, he feels a natural heir to Samuelsson - hence why this hire makes so much sense. From the outside, the two seem to have a similar calm and methodical style and demeanour, never getting too upbeat or down regardless of their success or struggles. Both are industry veterans known for empowering their staff and putting a focus on culture and process. Yet both are also quietly radical, capable of taking bold decisions when needed. Zellmer’s long experience at Porsche and latterly Skoda gives him experience of both premium and mainstream brands. At Skoda he’s currently managing a growing line-up spread between ICE and EV models, and managing a warm friendly brand that is winning over ever-more affluent customers And in recent years he’s led Skoda’s - and the wider VW Group’s - expansion into the Indian market, experience that should help as Volvo pivots to a new, regionalised strategy. There are questions, of course. Zellmer’s success at Skoda has been aided by having access to the VW Group’s vast scale and resources, combined with an enviably low cost base in Czechia. Clearly, Volvo has access to some Geely tech and platforms, but some of the firm’s early struggles to balance touchscreen-heavy Chinese tech with the tastes of Western buyers show there are challenges there. Still, Zellmer seems the sort of leader who is up to the task. And you sense he can seamlessly take over from Samuelsson, but still make the firm his own. He also seems the sort of no-nonsense leader a warm and open Swedish brand like Volvo needs. As a journalist, Zellmer is always a joy to interview because he’s honest and open, yet not afraid to duck tough questions. An example: the last time I spoke to him was at the launch of the Epiq and Peaq EVs recently. It was the day after the VW Group had finally approved a massive cost-cutting plan that included a huge reduction in its model lines. Often in such situations a CEO’s PR handler will make it clear they won’t talk about any group-level decisions, and will only answer questions about the cars they’re launching. Not Zellmer. He openly answered every question we had about the VW Group situation, and near the end of the interview even asked if we had any more. He also found the time to answer my question on whether he actually cared how Brits pronounced Skoda with an amusingly dry “no, I only care that they buy our cars.” So while Samuelsson will be a hard act to follow, my sense is that Zellmer is more than up to the task - for all the qualities that mean, in turn, he will be a hard act to follow at Skoda. He leaves the Czech firm in a really strong position and well set up for the future.

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Signing of the century: Skoda's Klaus Zellmer is perfect for Volvo

Håkan Samuelsson is a tough act to follow – but like-minded Zellmer is the natural choice

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Signing of the century: Skoda's Klaus Zellmer is perfect for Volvo

Håkan Samuelsson is a tough act to follow – but like-minded Zellmer is the natural choice

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Top manufacturers

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