Volkswagen really pushing hard to re-invent brand image in the U.S. market in order to boost sales to proposed levels.

VW Group isn't kidding about boosting Volkswagen brand sales in the United States up to 800,000 units a year by 2018 - more than triple what they are now.

But one of the many perceived weaknesses of the brand in North America is it's customer service credentials. VW wants to change that and has created a new executive post to oversee the 'customer experience'.

"We know we need a systemic approach to better manage the entire customer experience within VW," said Jonathan Browning, President and CEO of Volkswagen Group of America, in the press release. "Now that we've put actions in place to address the customer voice in the product development process, and built a strong Quality organization, this is the next step in improving the foundation of our business."

VW of America has appointed Mark Barnes, 52, to the position of Vice President, Volkswagen Customer Experience. Barnes is currently head of sales for VW of America but will be replaced by Frank Tivieri (jumping ship from GM Canada) on August 15.

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