VW charts out strategy to keep ahead of the pack
Posted Wednesday, July 18 2012 at 19:20
Is Volkswagen the world’s new top vehicle brand?
That is the question on the lips of many icar lovers. Founded 75 years ago as “the people’s car” with the lovable Bettle, VW has grown to become a car for the masses in every sense of the word. It is now the second largest motor vehicle company.
Everywhere you look today you will see a Volkswagen. It will either be a Bettle from the 70s, a Golf from the 80s or a modern Passat.
I know many friends who drive this great looking car and they will have nothing to do with any other make, European or otherwise.
All this in spite of the fact that they suffer constant disappointment when in need of good quality service. A friend is actually so afraid of taking the car into the dealership for fear that it will be vandalised and its parts sold.
For a global brand aspiring for the top slot this is not good enough. Fortunately more and more garages are coming up that can competently handle the brand and this should ease the pain.
Down in South Africa, it is the top seller, thanks to the locally assembled New Polo and Polo Vivo.
As opposed to Kenya where the government has given used cars an advantage, South African motorists have access to new cars at very affordable prices, thanks to a thriving local manufacturing industry.
In pursuit of world dominance VW has 10 models available locally including the Passat CC, Touareg, Tiguan and the little Polo and Golf. The Volkswagen Group increased vehicle deliveries yet again during the first half of 2012.
A total of 4.45 million vehicles were handed over to customers worldwide in the period from January to June 2012, and 2.79 were passengers cars.
Headquartered in Wolfsburg Germany, it is sold in over 150 countries and has manufacturing over 60 plants in 30 countries, including South Africa.
VW intends to be the top producer of motor vehicles by 2018 and its strategy is based on outpacing the competition by doing whatever needs to be done, much faster than anybody else at every level of their business:
It intends to close all gaps in the product portfolio and strengthen marketing and sales while competing for highest growth and/or highest market share in every country. It is clearly doing this in Kenya with the introduction of the Amarok pick-up.
In addition to introducing more models globally, it intendsto excel in all conceivable technologies, especially on powertrains to keep improving on fuel efficiency.
The VW stable includes Skoda, SEAT, Audi and exotic brands like Bentley, Bugatti, Lamborghini, and Porsche brands Below are just four of the concepts VW is working on.
Nil by mouth: VW NILS