International Marketing Study Program 2001
Volkswagen, Wolfsburg
22 January 2001
We set off into the snow for a full day at VW. Firstly we were given an insightful presentation by Klaus Chojnacki - Customer Relations Manager Worldwide and Steffi Gruendel into the VW way of thinking. The VW banner incorporates:
- Audi - The challenge of convention
- Bentley - The gentleman's sporting tourer
- Bugatti - Masterpiece of automotive design and engineering
- Lamborghini - The ultimate force in sports cars
- Rolls Royce - Icon of luxury
- Seat - Automotive joy of life
- Skoda - Creative solutions for smart people
- And VW Commercial and passenger vehicles - The people's car
Each brand has been targeted to a different consumer market based upon demographics and growth markets.
Some amazing statistics were shared with the group including:
- VW is the 4th largest car manufacturer in the world (12% global market share)
- 50% of the commercial vehicles sold in Europe are VW
- The VW plant is the largest car factory in Europe. Here at Wolfsberg 54000 staff produce 628000 cars per annum.
The strategy followed worldwide is one where the customer is the company's number one focus. In line with this strategy, service excellence is the key. For instance Klaus explained that ongoing loyalty to the brand is achieved by providing top service by mechanics and support staff once a VW has left the showroom. "When offering exclusive service there is a chance to develop from a car manufacturer to a system supplier of automobile solutions. Vehicle + Service Package = Mobility".
Central to this offering is VW's Relationship Management strategy. This program which to date has only been launched in Europe, incorporates a loyalty club in which VW owners receive a service card, bonus points and 4 magazines a year.
For lunch the group was treated to a traditional German feast in the VW Executive Dining Room. The taste buds experienced salmon, cream of mushroom soup and venison.
A factory tour was then embarked upon. The plant is so huge that we were driven around in an open aired tram with a VW Golf at the helm (surprise, surprise). We got to see all stages of manufacturing from the press to the testing station for several VW models including Golf, Bora, and Lupo.
Our VW experience was heightened by a visit to the newly opened Autostadt. Here you can pick-up your VW hot off the press. As well it showcases the VW brands in both an educational and entertaining environment. Simulator rides, 360' theatres, lifesized display models, new concept vehicles, foodhalls, gift shops and facilities to ice skate and toboggan are combined to make you live and breath a VW experience. Since its opening in June 2000 1.3 million people have visited this complex.
VW clearly came across as a company switched on to meeting the needs of automobile drivers all over the world!
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