Volkswagen AG

INTRODUCTION
 Founded on:28th may 1937 (81 years ago),at
Berlin,Germany
 HQ: Wolfsburg, Germany
 Europe’s #1 automobile manufacturer
 It has 100 production facilities across 27 countries.
 The owner of the company:
1.porshe automobile holding-52.2%
2.state of lower saxony-20%
3.quatar investment authority-17.8%

Volkswagen AG
 Volkswagen Group Brands
subsidiaries
1.Audi
2.Lamborghini
3.Bentley
4.Skoda
5.Porshe
6.Seat
7.Scania
8.Bugatti
9.Ducati
10.Volkswagen
Volkswagen AG
 History
1937 to 1945
 The company was renamed Volkswagenwerk on
September 16th, 1938, after being founded on
the 28th of May the previous year. Work began
on a new factory in 1938, in what is today the
city of Wolfsburg, to produce a new car
designed by Ferdinand Porsche.

Volkswagen AG
1945 to 1949
 The British military government took over
responsibility of the Volkswagenwerk plant in
June, 1945 as the war was coming to an end.
Mass production of the distinctive and now
famous Beetle was begun, under the supervision
of Major Ivan Hirst.

Volkswagen AG
1949 to 1960
 The company increased its range of products during the
early 1950s, and the decade also saw the introduction of
the popular Volkswagen Bus, which soon became
affectionately known as the VW Bully. Its ability to
perform different functions led to an increasing
demand for the van, with the result that a separate
manufacturing plant was built in Hanover. The
beginnings of the commercial vehicles division of
Volkswagen were born.

Volkswagen AG
1960 to 1980
 The world car production record was broken in
February, 1972 when Volkswagen announced
that 15,007,034 units had been assembled. This
milestone surpassed another important
milestone in auto history – the production of the
Tin Lizzy, or Ford Model T, between 1908 and
1927.

Volkswagen AG
1980 to 2000
 1983 saw robots being used to make cars for the
first time ever, when Volkswagen introduced
automation to the assembly plant known as hall 54.
The mainly automated production process was
ideal for the company’s second generation Golf
cars.
 Volkswagen was again making automotive history
in July, 1999 when the Lupo 3L TDI was
introduced. Its economical fuel consumption of
just three litres for each 100 km was a first for a
production car.
Volkswagen AG
2000-present
 During the new millennium, Volkswagen moved into a
new area of the market, when they introduced the
Touareg. The off road yet luxury car was produced at
the company’s Bratislava, Slovakia facility.
 Production of a compact van called the Touran was
started at the Wolfsburg facility in late 2002. The
production of the Volkswagen Touran was notable for
its use of a collective pay model in its production,
which focused on flexible working hours, flat
hierarchies and leaner production, as well as a more
team oriented approach and the use of more expertise
during production.
Volkswagen AG
 More dynamic changes and improvements in
engineering and design were implemented in
2003, when the company began production on
the 5th generation of the now classic
Volkswagen Golf.

Volkswagen AG
Current Situation – Project Basis
HIGHS
•Porsche increase stake in VW
•Recently hired Wolfgang Bernhard
to head VW group
•Launched “Moonraker” project
•Loosing share in China market
•Pulled out US luxury market
•VW to cut 20,000 jobs
•Ferdinand Piech steps down as
Chairman***
Triple threat:
•high costs
•inflated sticker price
•questionable quality
LOWS
Volkswagen AG
 The VW Customer
 Positioning Statement:
For the cost conscience buyer, Volkswagen
offers reliability and value.

 Value Proposition:
 Target Market: Cost conscience buyer (parents,
females, young adults)
 Benefits offered: German technology

 Relative price: Affordable, reliable

Volkswagen AG
 CONCLUSION
 The VW company is the largest producer of engines in
the world and developing in a very massive way
throughout the countries.
 The VW group aims to be the most successful,
fascinating and sustainable automaker in the world.
 It has the most particular strength and favourable
oppurtunities to improve its operatiung management
and satisfy their customers.
 Hope all of you have got a brief knowledge about this
well established company.

Volkswagen AG
Volkswagen AG