The Volkswagen Group has not been easy in recent years to stand up to the tough competition from China. The car conglomerate, despite the difficult struggles, shows the difficulty of beating the Asian giant in terms of prices, because for several years they have not had an economical alternative in their range: the Volkswagen ID.2, as well as other vehicles. from companies like Skoda or Cupra. Because of this, it is his Oliver Blume CEO of the group, confirmed what his weapon main battle.
The Volkswagen Group hopes to climb to the top positions in the sale of electric cars in the main markets. But what are your main assets to compete with your rivals? Many would say that it is due to the electric technology (battery, autonomy…) or its price. But it cannot be any sections. Your greatest asset is design.
Blume confirmed this strategy in his time Opening speech at the Munich Motor Show 2023. In his speech, the CEO gave the keys to position themselves as leaders in the automotive sector, changing their companies from traditional internal combustion engines in favor of models with electrical systems .
“With defined design identities, we create distinctive products and enhance brand diversity. External, internal and digital presence. “Volkswagen Group has become a design-driven company,” said Blume in his speech.
This entire presentation took place with some of the new models and concepts presented by the Volkswagen Group at the aforementioned German event, such as the CUPRA DarkRebel Concept, the Volkswagen ID. The GTI or the Lamborghini Lanzador, models that are specially designed to give customers a unique motivation. “The design strategy focuses on the evolution of established model lines, electric technology beacons and Volkswagen Group product icons,” he said.
They hope that this point can be recognized in the main markets where the brand has a presence, especially in Europe, China and North America. Later, in particular, they expect significant growth thanks to the launch of Scout, its brand of electric SUVs. In China, on the other hand, alliances between companies can be important, as recently announced by SAIC or Xpeng, something that should lead, in turn, to a reduction in the sales prices of the de electric car in Europe too.
On the other hand, Michael Wall Head of Design of the Volkswagen Group, pointed out in a statement of AUTO that the conglomerate makes significant efforts to ensure the relationship between the executive directors and the respective heads of Design of the brands that make up the aforementioned group.
“Design works because it translates what a brand is in its essence. Through direct communication with the CEO, comprehensive implementation of design principles is ensured for a consistent brand experience, from corporate presence to products and digital offerings for each brand. The focus is consistently on the customer and the product,” said Mauer.
