Lars Himmer has been appointed as the new managing director of Volkswagen Group Ireland to replace Simon Elliot who left the company in September to take up a new role in the UK.

Mr Himmer, who is to take over the role in January, is moving to Ireland from Germany where is currently based in his role as head of group sales strategy for VW.

Volkswagen Group Ireland currently has almost 26 per cent market share from the passenger car brands of VW, Audi, Skoda and Seat. Volkswagen Commercial behicles has a 23 per cent market share in the light commercial vehicle segment.

Mr Himmer is from Denmark and spent his early career as an officer in the Danish Army before joining the diplomatic service. He subsequently worked for Dandy in both operational and HR roles before making the transition to the motor industry. Mr Himmer studied in Denmark, England, and Switzerland for a MBA and an International Business Degree.

His previous experience in the motor trade includes chief executive roles with VW for Eastern Europe and for Russia/CIS with Man Truck & Bus. Prior to joining the Volkswagen Group he was managing director with Volvo Trucks in the Balkans and Latvia as well as deputy managing director of the company in Russia.

“I am delighted to be coming to Ireland at an exciting time for the Irish car market,” Mr Himmer said.

“It is evident that there has been a lot of hard work done up until now through a challenging period, but I hope, together with the brand teams we can enhance Volkswagen’s market position even further and continue strong growth in 2015 and beyond. “