Volkswagen positioning

Thus, while advertising vehicles, certain levels of needs can be addressed, depending on segment.

Volkswagen positioning

The new strategy focuses on clearer brand positioning across the various regions and segments, backed by significant improvements in efficiency and productivity.

At the same time, the brand will be making massive investments in e-mobility and connectivity. The new vision which is valid throughout the world is: We want to benefit from change and to take Volkswagen into the lead in the new automobile industry with determination.


Over the next few years, Volkswagen will change radically. Very few things will stay as they are. In the final resort, the new strategy is a major transformation program. In phase 1, up tothe brand will be entirely restructuring its core business and completing a transformation along the entire value stream.

At the same time, the company will develop new competences. In Phase 2, up toVolkswagen intends to take the lead in e-mobility on the basis of its regained strength as a leading, profitable volume manufacturer. The strategy in this phase aims to create a broader earnings base, for example through new mobility services.

Volkswagen also intends to play a key role in shaping the major transformation in the industry expected after The objective is to achieve a leading role in the new world of mobility by In future, Volkswagen aims to achieve this position throughout the world through a realignment of product strategy — with an SUV offensive in the first stage and the electrification wave in the second stage.

Volkswagen positioning

A further element of the new strategy is a uniform global brand system with a new design concept. E-mobility offensive In future, e-mobility will be part of the Volkswagen brand core. As a volume manufacturer, we intend to play a key role in the breakthrough of the electric car.

We are not aiming for niche products but for the heart of the automobile market. Bywe want to sell a million electric cars per year and to be the world market leader in e-mobility.

The e-mobility offensive is to be financed by a number of measures including the discontinuation of certain low-volume, low-earnings conventional models and model variants.

A leading role in connectivity The brand will develop its own digital platform. By adopting this approach, Volkswagen will be moving closer to its customers on the one hand and developing new earnings potential with a comprehensive range of services on the other hand.

ByVolkswagen expects to have about 80 million active users throughout the world. This would mean that the brand would have the leading digital ecosystem in the entire automotive industry. Turnaround for the regions In North America, Volkswagen intends to evolve from a niche supplier into a relevant and profitable volume producer.

The main focus will be on the key segments in the country, large SUVs and limousines. In those segments, we will be strongly expanding our range. In a second stage, we will then take our new electric cars to North America.

Over the next few years, we will be making considerable investments in electric infrastructure. This will be achieved by an SUV offensive and by rapidly launching electric vehicles.

In China, Volkswagen also aims to benefit from the potential in the strongly growing economy segment.What can Volkswagen do to begin to restore its tarnished brand?

Three things, but CEO Matthias Muller must move quickly. The Brand Positioning Workshop. Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education.

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