On 1 February, 2022, Guido Haak will join the Renault Group as executive vice president advanced products & planning group (APPG).

He will be a member of the group management board and will report to CEO Luca de Meo.

In this new position, Haak will be in charge of building the product range and planning, in collaboration with design and engineering across all group brands.

To do so, the APPG develops customer knowledge and monitors the competition’s offerings. Based on the desired customer experience, the APPG draws up and synchronises roadmaps for cross-car-line areas such as engines, electronic platforms, and the integration of technology and innovations into the range. Finally, with the support of the business units concerned, it steers the group’s compliance with regulations on polluting emissions.

Haak replaces Ali Kassaï who left the company in 2021 to pursue personal projects.

“By defining our future vehicles and ranges, Haak will be directly at the source and of the development of the group performance. With his successful experience in major groups, I am sure that he will be a strong asset for the reconquest of the C segment and more widely for the success of the vehicles of our Renaulution plan” said de Meo in a statement.


After four years of research and teaching in mathematics in the US and Germany, Haak joined McKinsey & Company in 1998, as consultant in the high-tech and automotive industry across Europe, the US and Japan.

He joined the Volkswagen Group in 2005 as head of Audi’s first modular framework. After holding positions in product management, strategy and marketing at the Audi and Volkswagen brands, he was appointed in 2015 as head of product management at Skoda in the Czech Republic. There he steered the brand’s successful growth strategy and electrification of the range.