A Canadian Leader at the Heart of Škoda Auto’s Transformation

Éric Boutin is a Quebec-born executive who has established himself as one of the most influential specialists in customer experience and digitalization within the Volkswagen Group (Škoda Auto). Earlier this year, he was appointed Managing Director of Škoda UK, succeeding Matthew Bowden.

Originally from Montreal, Éric Boutin has long nurtured a passion for the Volkswagen Group; his first car was a 1974 Volkswagen Beetle. Over the years, this passion grew into a career that has taken him from Canada to the United States, then to China and Europe. In China, at FAW Volkswagen—one of the largest automotive joint ventures in the world—he led major national projects. Since August 2021, he has been based in Prague, Czech Republic.

A Pivotal Role for the Brand’s Future

This new position at Volkswagen Group UK places him at the helm of Škoda’s third-largest global market by volume, a highly competitive territory where business innovation and service quality are key. Éric Boutin also becomes a member of the Volkswagen Group UK Executive Committee, overseeing all operations of the brand.

This appointment confirms his reputation as a transformational leader, capable of adapting an organization while maintaining a human and pragmatic approach. He stands out for his ability to structure transformation programs and bridge the gap between strategy, operations, and customer satisfaction.

In terms of his medium-term objectives, Éric says:

“…my main goal is to increase Škoda’s market share in the United Kingdom.”

A Leader with Multiple Competencies

His role involves driving the transformation of the customer experience on a global scale: optimizing the distribution network, developing omnichannel capabilities, defining service standards, and implementing structured digital programs.

What distinguishes Éric Boutin is his rare combination of four strengths: