Volkswagen views US market as a key to redemption

Herbert Diess, the existing head of Volkswagen, informed journalists in Germany last week, “Our team believe that the USA has in reality the greatest capacity for Volkswagen worldwide in the next years,” he included, “Naturally not in the near future, given that we are beginning with zero in the U.S.” His remarks came as part of a discussion about how to craft a brand-new brand name technique for the German automaker in the United States.

Diess acknowledged that his company “didn’t succeed in offering the brand name a clear profile and consistent item portfolio that might allow us to expand step by step in the market.”. He said Volkswagen has to target what he regarded as the “aspirational middle class”.

Company authorities state consumers have actually been puzzled by the absence of a clear sales strategy in the American market. For many years, Volkwagen has actually vacillated between targeting the near premium and the mass market. The prime example is the now defunct Volkswagen Phaeton which began life as a 12 cylinder luxury sedan. Volkswagen is now attempting to figure out exactly the best ways to position its Audi and Porsche brands in the United States market so they do not compete for sales with each other. That product realignment method is expected to be finished by the end of June.