VOLKSWAGENDas Auto

The Volkswagen Group

The Volkswagen Group owns the:

Audi

Bentley

Bugatti

Ducati

Lamborghini

SEAT

49.9% of Porsche

Giugiaro &

Skoda.

Volkswagen

Volkswagen (VW) is a German automobile manufacturer and the original and biggest-selling marque of the Volkswagen Group.

Volkswagen means "people's car" in German. Its current tagline or slogan is Das Auto (The Car).

Founder

Ferdinand Porsche

(3 September 1875 – 30 January 1951) was an Austrian-German automotive engineer and honorary Doctor of Engineering.

He is best known for creating the first hybrid vehicle, the Volkswagen Beetle, and the Mercedes-Benz SS/SSK, as well as the first of many Porsche automobiles.

History

In June 1934, Porsche received a contract from Hitler to design a "people's car" (or Volkswagen).

Several years after World War II, Adolf Hitler laid the stone for the Volkswagen factory near ‘Fallersleben’ on 26th May, 1938. Along with Ferdinand Porsche.

The city is named ‘Wolfsburg’ today and is still the headquarters of Volkswagen Group.

Facts

Founded: 28th May, 1937.

Headquarters: Wolfsburg, Germany.

Chairman: Martin Winterkorn

Volkswagen has three cars in the top 10 list of best selling cars of all time: the Volkswagen Golf, the Volkswagen Beetle, and the Volkswagen Passat. With these three cars, Volkswagen has the most cars of any automobile manufacturer in the list that are still being manufactured.

Volkswagen: Manufacturing

Volkswagen is currently Europe's largest automaker. For a long time, Volkswagen has had a market share over 20%.

Worldwide, Volkswagen officially ranks as the 3rd largest manufacturer behind Toyota and GM.

Volkswagens core markets include Germany and China. Volkswagen has aimed to double its US market share from 2% to 4% for the year 2014, and is aiming to become, sustainably, the world's largest car maker by 2018.

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VolkswagenHierarchy

CEO

COO

Vice president(Sales &

marketing)

GM (Sales & marketing)

Sales manager

Sales representati

ve

Finance head

Marketing manager

Vice president (HR)

GM

Vice president (Passenger

car)

GM

Vice president (Logistics/Distributi

on)

GM

Vice president (Finance)

GM

RH/RM

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Volkswagen

Channels of distribution

VW: Channels of distribution

Volkswagen operates globally through distributors. The dealership is given to new and established car dealers who already have a good network in that particular market as these markets are risky with low margins.

Locally: Car companies such as VW, Audi, Mercedes-Benz, Renault and Nissan control 50% of the distribution channel in Chandigarh.

VW: Channels of distribution

Global carmakers are snatching away distributors from domestic rivals by offering better margins as they strive to secure prime locations and boost sales in a fast-growing market.

Volkswagen, which is rapidly ramping up its operations, are driving the transformation. The German carmaker is offering margins of up to 5-6 % on sales of new cars as against 3-3.5% offered by traditional players.

VW: Channels of distribution

Volkswagen has also started pre-fabricated (manufactured in standard sizes to be assembled elsewhere) outlets which can transform into a full-fledged outlet in a fortnight.

"We are late entrant into the Indian market. Hence, we are innovating to leapfrog into a major volume player. The pre-fabricated dealerships have come up at many places which help to kick-start sales within a month," said Neeraj Garg, Director (marketing & sales), Volkswagen.

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VolkswagenSales Setup

Volkswagen: Marketing

Volkswagen runs an individual marketing platform in the area of Aftersales. Originally planned for German Volkswagen dealers, it is now going to be enhanced for VW traders worldwide.

A big company like Volkswagen with central corporate marketing and a local distribution structure faces many challenges: extended communication channels entail drawn-out coordination processes, especially in the sector of B-to-B and B-to-C publications.

Volkswagen: Marketing

The marketing platform provides all Volkswagen associates (dealers, car warehouses, garages) with necessary promotional literature on Volkswagen services, accessories and repair.

Since April 2011 the software developed by Micromata offers another feature providing an overview of all upcoming sales campaigns and the status of marketing costs subsidies: Registered Volkswagen associates are able to check how far their application for marketing costs subsidies has been processed.

VW: Mach 18 Strategy

Mach 18 is to boost the work presence, grow market share and sales volume as far as the group is concerned from present 6.5 million to more than 10 million cars.

The global strategy depends very much on improving Volkswagen's situation in emerging markets. The incremental volume is more or less coming from Brazil, Russia, China and India.

VW: Gaining market share

Volkswagen is a very patient company when it comes to gaining market share.

There is a standard rule in VW for the last 60 years: Before you enter a market, create a structure for service and after-sales service, so that we satisfy the customer after selling the first car, and not hastily and blindly entering the market to sell cars and leave the customer alone.

VW: Future in India

India is expected to sell over 1.4 million cars this year, making it 10th largest car market in the world.

If Indian market dynamics continue to work and forecasts are right, then the size of the market would be around 4 million cars. This would make India one of the leading car markets in the world. As a global car brand and manufacturer, VW has to be present in this leading market.

Their aim is go up from virtually zero to 200,000 cars in a very short period of time.

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VolkswagenSales Staff

Recruitment & Selection

Eligibility: Graduate

1St Interview is conducted at the dealership outlet by the sales manager.

All candidates are then sent to an assessment center where there are 4 rounds:1. GD

2. Aptitude test

3. Role play

4. Personal Interview by the Area Sales Manager

Final selection

A final interview round is then conducted by a panel of 3:

Dealer/Sales head Interviewer (Trainer) & ASM

Training

1. Basic: VW E-Training A username and password is given to each sales person There are 21 modules such as:

Sales process, Product, Linage, History etc.

2. Training Classroom (3 modules)

After successful completion of these trainings a final certification is given such that the person is eligible to work in any Volkswagen outlet worldwide.

Motivation

Incentives: Cash (In respect of sales volume) By the number of successful sales above the given

target in the given month/quarter.

Designation: Higher post with a hike in salary.

Letters of appreciation to the star performer.

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