Automotive Industry

Volkswagen group needs to refocus on smaller cars.(Opinion)

Automotive News Europe, July, 2004

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Byline: Wim Oude Weernink

The Volkswagen group has been talking about brand differentiation for years. Among all its higher-volume marques, Audi has been the most successful because it fulfills the expectations customers have for a premium brand. That is reflected in its steady growth.

But for Seat, Skoda and the VW brand itself, growth appears less of a sure thing.

If the VW Golf does well, the VW Polo suffers. In addition, there are indications that Skoda's growth may hurt the VW brand.

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Automotive Industry

Volkswagen group needs to refocus on smaller cars.(Opinion)

Automotive News Europe, July, 2004

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