Volkswagen China CMO deported from China for drug use

Volkswagen Group China's chief marketing officer, Jochen Sengpiehl, has been expelled from China following a positive drug test upon his return from a holiday in Thailand. This development has caught significant attention on Chinese social media, as reported by the German tabloid Bild-Zeitung.

AFP reported that German officials confirmed the news on Tuesday. Sengpiehl was detained for over 10 days and instructed to leave the country immediately after Chinese officials detected traces of cannabis and cocaine in his blood, according to AFP's coverage. 

He was held in custody before Volkswagen and officials from the German embassy managed to secure his release. However, he was required to leave the country instantly, as reported by Bild. 

Campaign Asia-Pacific reached out to Volkswagen Group for comment. A global spokesperson offered a terse response: “We ask for your understanding that we will not comment further on the content of your questions in light of our contractual and data protection confidentiality obligations.”

The incident throws a harsh spotlight on the differing legal landscapes around drug use. While Germany legalised cannabis use earlier this year, and Thailand became the first Asian country to decriminalise it for medical purposes in 2022 (though recreational use is slated for prohibition by the end of the year), China maintains extremely strict anti-narcotics laws, with severe penalties for violations.

Sengpiehl began his career at Nissan in the 1990s before moving on to BBDO and Daimler. He served as senior vice president and chief marketing officer at Volkswagen AG and later had a brief stint at WPP. He founded his own company, Jochen Sengpiehl Automotive Brand Management, before taking on the role of SVP/CMO at Hyundai Motor Europe. 

In 2017, Sengpiehl returned to Volkswagen and was appointed global chief marketing officer. He is well-known for the iconic slogan ‘Das Auto’ (The Car).

In 2020, while serving as the brand's global CMO, Sengpiehl took the responsibility for a controversial ad promoting the Golf 8 that featured a racist video. Volkswagen quickly apologised, removed the ad from its official Instagram page, and conducted an internal investigation. In 2022, Sengpiehl relocated to China as China CMO. 

China represents a crucial market for Volkswagen. In 2023, BYD, a Chinese automotive brand, became the best-selling car brand in the country, surpassing Volkswagen for the first time since China opened its automotive market.