VW Calls US Most Important Source of Longterm Growth

Volkswagen Brand chief Herbert Diess is optimistic about his company’s future in America. Speaking to reporters in Wolfsburg, he reasserted the brand’s conviction that it could control more of the historically difficult US market.

“We believe that the USA has, in fact, the greatest potential for Volkswagen worldwide in the next decade,” Diess told reporters last week.

The American market has long been troublesome for the brand, who make fewer crossovers and SUVs than others. In the past “we didn’t succeed in giving the brand a clear profile and consistent product portfolio that could allow us to expand step by step in the market,” says Diess.

Executives have hinted at a new strategy for the market, and with the newly created North American Region, Volkswagen hopes to make it easier to react to market forces.

VW customers are a faithful bunch, too. And many Americans still have positive associations with the brand thanks to the original Beetle and Microbus. “All that leads me to believe that were we to work the market with the necessary consistency and focus, there is in fact clearly a big growth potential,” says Diess.

[source]

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