Previously the company’s consumer director, Nicole Melillo Shaw is charged with leading the Volvo change program to transform the national sales company into a consumer-centric organization and to accelerate growth across the business.

In particular she will oversee the move to an agency model and the company’s direct sales approach. By 2030 the Geely-owned business aims to be electric only with all sales moved online.

In July, the company set up an online portal for SME firms, called Volvo Fleet and Business Online, with direct-to-business pricing through the Care by Volvo subscription service as part of this process.

“This is a pivotal time for Volvo," Melillo Shaw said, "As we switch to a direct model, my focus will be on ensuring sustainable, profitable growth by strengthening our online operations and our partnerships with retailers, ultimately delivering a best-in-class consumer experience.”

Melillo Shaw replaces Matt Galvin who departed the business to join Chinese battery-swapping automaker NIO as it expands operations in Europe.

Melillo Shaw is succeeded by experienced digital trading executive Ben Roth as consumer director. Roth, who joined Volvo in 2021 as online director, will develop Volvo Car UK’s fast-growing online business, led by the growth of the subscription business.

Commenting on the appointments, Kristian Elvefors, Volvo Car UK managing director, said: “In Nicole and Ben, we have proven talent that will be key in helping us achieve our business transformation goals. Their experience and insight will help us maximize the potential of our evolving business model, defining and implementing new ways to meet consumers’ changing needs and preferences.”