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Industry: Email Alert RSS FeedWhy VW needed a new brand strategy.
Automotive News Europe, February, 2002
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VOLKSWAGEN GROUP should strive for a bigger return on investment and maybe focus a little less on its return on sales, says Bernd Pischetsrieder, who takes over as CEO in April.
Current VW boss Ferdinand Piech has set a goal of 6.5 percent return on sales.
"I find that part of the legacy I am taking on a bit difficult," said Pischetsrieder.
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Pischetsrieder also said that the group's new divisions would allow the smaller brands to coexist with VW and Audi. The group is being split into "classic" brands (VW, Skoda, Bentley and Bugatti) and ...
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