Volkswagen presents its strategy and brand repositioning for next decade

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Volkswagen is repositioning itself and is to launch the Transform 2025+ program, which will set the course for the brand over the next decade and beyond.

The new strategy focuses on clearer brand positioning across the various regions and segments, backed by significant improvements in efficiency and productivity. At the same time, the company will be making massive investments in e-mobility and connectivity.

Chairman of the Volkswagen brand board of management, Dr Herbert Diess, said, “Our goals are high and our strategy is very ambitious. We want to benefit from change and to take Volkswagen into the lead in the new automobile industry with determination. Over the next few years, Volkswagen will change radically. Very few things will stay as they are. In the final resort, the new strategy is a major transformation program.”

The reorganization is to take place in three phases. In phase 1, up until 2020, the brand will entirely restructure its core business and complete a transformation along the entire value stream. At the same time, the company will develop new competences. In Phase 2, up until 2025, Volkswagen intends to take the lead in e-mobility on the basis of its regained strength as a leading, profitable volume manufacturer. The strategy in this phase aims to create a broader earnings base, for example through new mobility services. Volkswagen also intends to play a key role in shaping the major transformation in the industry expected after 2025.

December 1, 2016

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John joined UKi Media & Events in 2012 and has worked across a range of B2B titles within the company's automotive, marine and entertainment divisions. Currently editor of Automotive Testing Technology International, Crash Test Technology International and Electric & Hybrid Marine Technology International, John co-ordinates the day-the-day operations of each magazine, from commissioning and writing to editing and signing-off, as well managing web content. Aside from the magazines, John also serves as co-chairman of the annual Electric & Hybrid Marine Awards and can be found sniffing out stories throughout the halls of several of UKI's industry-leading expo events.

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