c



 
  




    

On December 21, 2009, Volkswagen

India Private Limited (Volkswagen
India), the group company

Of Volkswagen Group India, announced that it aimed to sell 300 units of

Beetle, its iconic car, in India in the year 2010. The Beetle was launched
in India on December 04, 2009.

Raj Savant, Business Head of Auto mark Motors, a Volkswagen dealer

in Ahmadabad, Gujarat, India, said, "There are already over 170 advance
bookings across India, and we have started delivering the cars as well.
Going by the initial euphoria, we expect to sell around 300 Beetles in
2010."

Volkswagen Group India, the Indian subsidiary of leading automobile

manufacturer, Volkswagen AG (Volkswagen), based in Wolfsburg,
Germany, had entered the Indian passenger car market in 2001 by
launching its car brand - Skoda. In 2007, two of its other brands Audi
and Volkswagen, were also launched in India.

Over the years, Volkswagen Group India not only launched several
products, but also ensured that its brands were well known among the
Indian consumers. Although, the company had had a presence in the
Indian car market since 2001 and the Skoda and Audi branded cars were
well known among consumers, the Volkswagen brand was not well
recognized in the country.
Therefore, in November 2009, the company launched an integrated
marketing campaign to build its brand image. It also launched a
marketing campaign for its iconic model, the Beetle. Volkswagen India
expected that with its brand building exercise, it would be able to
increase its sales and capture a significant market share in the Indian car
market.

u 
c


The history of Volkswagen (which means 'people's car' in German) can

be traced back to the 1930s when Ferdinand Porsche, a reputed
automobile engineer and designer, started designing an affordable car
for the common man. In 1936, the first prototype of the car, called the
KdF-Wagen, was designed in Stuttgart, Germany...

 
  



Volkswagen entered the Indian market in 2001 by setting up its Indian

subsidiary Volkswagen Group India. As of 2009, Volkswagen Group
India had two group companies - Volkswagen India Private Limited
(Volkswagen India) and Volkswagen Group Sales India Private Limited
(VGSIPL)
   

Skoda Auto India and Audi India In 2001, Skoda Auto India launched its
first product, the Octavia, in India. The company primarily used the print
media whenever it launched a new product. To promote the brand image
of the company, it also used print ad campaigns...


 
u

In November 2009, Audi India announced that it had achieved 59

percent year to date sales growth. In the period between January and
November 2009, it sold 1,550 cars as compared to 974 cars in the same
period in 2008.
Questions:

Q.1. Explain the dynamics of the Indian passenger car market.

Q.2. Examine the growth strategies of Volkswagen Group India over the
years.

Q.3. Analyze the marketing strategies of Volkswagen Group India.

Q.4. what are the future prospects of Volkswagen Group India.