GM Hires VW Executive to Lead Chevrolet Marketing Effort

General Motors Co., the world’s second-largest automaker, said it hired a Volkswagen AG executive to lead marketing efforts for Chevrolet, GM’s mass-market brand.

GM named Tim Mahoney as chief marketing officer responsible for Chevrolet and global GM marketing operations leader, effective April 1, according to a statement on the carmaker’s website. Mahoney has been chief product and marketing officer of the Volkswagen brand in the U.S.

Chief Executive Officer Dan Akerson is revamping the Detroit-based automaker’s marketing efforts and wants to make Chevrolet and Cadillac its worldwide brands. In October, GM named Robert Ferguson, who had been vice president of global public policy, as Cadillac’s global brand chief.

GM said last month it was ditching its “Chevy Runs Deep” slogan for the new global theme of “Find New Roads.” The company said today that Mahoney will be in charge of that approach and will also oversee coordination of the automaker’s global marketing operations. He will report to Alan Batey, the interim GM global chief marketing officer.

Joel Ewanick, who had held the position of chief marketing officer, left GM in July. His resignation stemmed from a controversy related to a Chevy sponsorship deal with the Manchester United soccer team, people familiar with the matter said at the time.

Toyota Motor Corp. is the world’s largest automaker, followed by GM and Volkswagen.