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The employee magazine
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Strategy

Breaking Ground in America!

Volkswagen is implementing a strategy to achieve success in the North American region, too. In fact, by 2020 the brand will have invested approx. 2.8 billion euros there.

The brand is driving forward its strategy to strengthen the regions, and that includes North America. During the motor show in Detroit, Volkswagen presented the seventh generation Jetta, the most successful mass-produced model in the region. “The Jetta is the number one Volkswagen model in the USA and the key to our success there,” said Brand CEO Herbert Diess at the Jetta’s world premiere. Hinrich Woebcken, CEO of the North American Region, remarked, “In 2017, we successfully initiated the comeback of the Volkswagen brand in the USA. The Atlas is receiving enormous interest from customers,” evidently to such an extent that the online portal, cars.com, selected the new mid-size SUV as its 2018 Car of the Year.

Volkswagen is going on the offensive with new models adapted specially to the American market in order to become a relevant high-volume supplier there. To achieve this, the company will invest more than 2.8 billion euros in the next three years – and not without reason: “We will stand by our commitment and lay the foundations for a successful comeback in North America.” That is the principle behind the Transform 2025+ strategy.

The new Jetta is a significant part of the brand’s new model offensive in North America. Two new models are planned for the US market every year until 2020. In the next step, the Arteon luxury sedan will come to America before the end of this year. This will be followed by the new Passat and another SUV in 2019. One year later will come the era of pure electrically powered cars. One thing is clear: that the first Volkswagen based on the modular electrification toolkit in the USA will be an SUV.

Brand CEO Herbert Diess introduced the brand’s model offensive in Detroit.

Jetta – the vehicle will not be offered for sale in Europe.

»The new Jetta is a superb team effort! The cooperation between Wolfsburg and the North American region went fantastically well and I really felt their passion for the Jetta.«

Karlheinz Hell, Head of the Compact Series, which includes the Tiguan, Golf and Jetta

»While the US market as a whole is shrinking, we were able to boost our sales and acquire new market shares.«

Hinrich Woebcken, CEO of the North American Region since April 2016.

Passat GT – the vehicle will not be offered for sale in Europe.

Another Detroit highlight – the new Passat GT1, featuring a powerful 3.6- liter VR6 engine with 206 kW (280 BHP) of engine power, a red stripe on the grille and red brake calipers, like on the GTI. The feisty new Passat GT will be available from dealers in the spring at a starting price of 29,090 dollars (approximately 23,800 euros).

Press reviews

»Volkswagen has learned from the past, and now has a better understanding of what makes American customers tick.«

 Welt

»The Jetta has finally had a makeover.«

 focus online

»After the diesel scandal, Volkswagen is making its US comeback with the brand new Jetta.«

 New York Times

»The new Jetta is a real beacon of hope for the Wolfsburg-based company.«

 focus.de

»Volkswagen shows off the new Jetta for 2019 – more car for less cash.«

 freep.com

Sales Boost in the USA

In the last year, the Atlas, Tiguan and Golf Sport Wagon have been extremely well-received by US customers. In fact, sales rose by more than five percent to almost 340,000 vehicles. The brand’s two new SUVs enjoyed great popularity: More than 27,000 Atlases from the plant in Chattanooga and approx. 21,000 Tiguans with a long wheelbase were supplied to customers. The best-selling Volkswagen was once again the Jetta, with more than 115,000 models sold. The brand wants to continue its growth on the US market and accelerate 2017’s positive trend with new models in the next few months: the Jetta and the Arteon luxury sedan.