Faraday Future Hires Former VW’s Former Marketing Senior Vice President

Faraday Future has yet to reveal its first all-electric production car but the start-up is continuing to hire experienced industry leaders.

In its latest signing, FF has reached a deal with Joerg Sommer, the former senior vice president of product marketing and strategy at Volkswagen.

Sommer left his role with the German company in 2013 and is exceptionally experienced, having also worked with Daimler for 12 years, Opel for four years and Renault for two years. Prior to moving to Volkswagen’s marketing department, Sommer was in charge of its electric mobility brand, a role he also had at Renault.

According to the electric automaker, “In his new role at Faraday Future, Sommer oversees the company-wide product launch strategy, lifecycle management, packaging, and pricing of our electric vehicles and new mobility concepts. His expertise in product marketing will help Faraday Future cultivate a strong brand identity and connect to its target demographic, starting with the launch of its first production vehicle.”

Other high-profile names to be hired by Faraday Future include BMW i3 and i8 designer Richard Kim, former Tesla Model S head chassis development engineer Nick Sampson and former Ferrari North America and Ferrari Asia Pacific executive Marco Mattiacci.

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