On the 23rd, Chinese Foreign Ministry spokesperson Lin Jian confirmed that Sven Piel, chief marketer of the German Volkswagen Group (China), was administratively detained by Chinese public security agencies for 10 days for cocaine use and then deported.
Sven Piel is a leading figure in the automotive marketing sector and has worked for several car companies. According to a report by Germany's 'Bild' newspaper, about two weeks ago, Piel returned to Beijing after vacationing in Koh Samui, Thailand, and was found to have cannabis in his blood. Chinese authorities questioned him for several hours, after which he was sent to a cell. He was detained for about 10 days, and after negotiations between Volkswagen Group (China) and the German embassy, he was released but required to leave China.
Volkswagen Group (China) has 39 factories in China, employing over 90,000 people. The 54-year-old Piel has worked for several large car companies including Nissan, Daimler-Chrysler, and Hyundai in South Korea. In 2017, he became the chief marketer for the Volkswagen brand, creating the famous slogan “Das Auto” (“This is the Car”), making him a standout in the industry. However, in 2020, due to an advertisement involving "racial discrimination," Volkswagen "calmed public anger" by firing him.
Amid the rise of Chinese local car companies, the market share of Volkswagen in China has been declining in recent years. More than two years ago, Piel made a comeback and was relocated by Volkswagen to China to serve as the chief marketer.