About Volkswagen

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Category: Business and Industry

Date Submitted: 12/14/2011 12:50 PM

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Volkswagen (abbreviated VW) is a German automobile manufacturer and is the original and biggest-selling marque of the Volkswagen Group, which now also owns the Audi, Bentley, Bugatti, Lamborghini, SEAT, and Škoda marques and the truck manufacturer Scania.[1]

Volkswagen means "people's car" in German, where it is pronounced [ˈfɔlksˌvaːɡən]. Its current tagline or slogan is Das Auto (The Car).

The target group (TG) of this campaign is essentially the young and progressive urbanite, as well as new age middle class men who fall in the age bracket of 25-44 years.


← For a long time, Volkswagen has been Europe's largest automobile manufacturer with a market share over 20 percent.

← In worldwide, Volkswagen officially ranks as the 3rd largest manufacturer in 2009.

← Volkswagen is aiming to become, sustainably, the world's largest car maker by 2018.

The core idea of Volkswagen’s multi-brand strategy is expansion of the market through differentiation of brands. To minimize conflict among different brands, which can occur in the process of promoting the strategy, Volkswagen operates segmentation of regions and a clear price differentiation policy. In addition, Volkswagen performs a modulization-platform strategy which can flexibly deal with changes in the market at the development-production stage so that it successfully promotes brand differentiation without sacrificing economies of scale.


← Volkswagen increased its share of the world passenger car market from January to June to 12.0 (1st half year 2008: 09) percent.

← 3,100,300 vehicles were delivered to customers during this period.

← In South America, the share of the passenger car market rose to 22.1 percent.

← While the market in the Asia/Pacific sales region decreased by 0.6 percent.

← Group brands delivered 631,900 vehicles on the German market.

← 221,900 vehicles were delivered in North America...