Herbert Diess is widely regarded as one of the most transformative leaders in the modern history of the European automobile industry. Best known for his tenure as Chief Executive Officer of Volkswagen Group, Diess played a pivotal role in reshaping the group’s strategic direction during a period of unprecedented disruption, marked by electrification, digitalization, and intense global competition.
Born in Munich, Germany, in 1958, Herbert Diess has an academic background in mechanical engineering. His technical education laid the foundation for a career that would span some of the world’s most influential automotive manufacturers. Before joining Volkswagen, Diess built a strong reputation at major global automakers, gaining experience in manufacturing excellence, cost efficiency, and large-scale operational leadership.
Diess joined the Volkswagen Group at a critical moment, when the company was facing both reputational and structural challenges. He initially took charge of the Volkswagen Passenger Cars brand, where he focused on streamlining operations, improving productivity, and restoring internal discipline. His direct management style and focus on performance quickly set him apart as a leader willing to make difficult decisions.
In 2018, Herbert Diess became CEO of the entire Volkswagen Group. As group CEO, he pushed aggressively for a strategic pivot toward electric mobility, positioning Volkswagen as a future-facing competitor to new-age electric vehicle manufacturers. Under his leadership, the group committed tens of billions of euros to electric vehicles, battery technology, and software development, marking one of the largest transformations in automotive history.
One of Diess’ most significant contributions was his insistence that Volkswagen embrace electric vehicles not as a niche offering, but as the core of its long-term strategy. He championed the development of dedicated electric platforms, large-scale battery investments, and a comprehensive EV roadmap across multiple brands within the group. This vision helped Volkswagen emerge as one of the world’s largest producers of electric vehicles within a few years.
Diess was also a strong advocate for digital transformation within the automotive sector. He recognized early that software would become as critical as hardware in future vehicles. Under his leadership, Volkswagen accelerated efforts to build in-house software capabilities, invest in autonomous driving technologies, and rethink the vehicle as a connected digital product rather than just a mechanical machine.
Known for his candid communication style, Herbert Diess often spoke openly about the need for radical change in the automotive industry. He regularly emphasized that traditional carmakers must reinvent themselves to survive the transition to electric and autonomous mobility. While his direct approach sometimes sparked internal debate, it also brought urgency and clarity to Volkswagen’s long-term vision.
Following changes in the group’s leadership structure, Diess stepped away from the CEO role but remained an influential voice in discussions around electric mobility, sustainability, and industrial transformation. His legacy at Volkswagen is defined by bold strategic shifts that fundamentally altered the company’s trajectory and mindset.
Today, Herbert Diess is viewed as a senior automotive statesman—someone who helped push a legacy industrial giant toward the future. His leadership illustrates the challenges and opportunities faced by traditional manufacturers in an era defined by climate responsibility, technological disruption, and changing consumer expectations. As the global auto industry continues its electric transition, Diess’ impact on Volkswagen and the broader sector remains significant and enduring.
