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Presentation on Volkswagen

Dhananjay

AtulAshish

About Volkswagen

Today, Volkswagen is the largest automaker in Europe.

Literally, the word "Volkswagen" means "people's car.

In German (pronounced [ˈvɔlksˌvaːɡən])

Its current slogan is ”Das Auto” (The Car).

In Germany, the idea of a people's car wasn't exactly a new one. Before the 1930's, there had been many efforts to create simple cars that everyone could afford, but none met with profound success. Almost all cars before 1930, even if they were designed to be simple enough for the average person, ended up costing more than the average worker's yearly wage.

KEY PEOPLE OF VOLKSWAGEN

Founder of Volkswagen

Ferdinand Porsche(3rd sep 1875 - 30th Jan 1951)

Ferdinand Porsche was an Austrian-German automotive engineer and honorary Doctor of Engineering.

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

Significant Awards: German National Prize for Art and Science

CEO Of Volkswagen

Ferdinand Piech(born 17 April 1937)

Ferdinand Piech a grandson of Ferdinand Porsche.

Piech is an Austrian business magnate, engineer and executive who is currently the chairman of the Volkswagen Group.

In 1993, Piech became the chairman and CEO of Volkswagen Group.

Trained as an engineer, Piech influenced the development of numerous significant cars including the Audi Quattro, Volkswagen New Beetle, Audi R8,Lamborghini, Volkswagen Phaeton, and notably, the Bugatti Veyron.

Due to his influence on the automobile industry, Piech was named the Car Executive of the Century in 1999.

LeadershipTenure Persons

1937 to 1945 Ferdinand Porsche

June 1945 to December 1947 Ivan Hirst

1 January 1948 to April 1967 Heinrich Nordhoff

1 May 1968 to September 1971 Kurt Lotz

1 October 1971 to February 1975 Rudolf Leiding

10 February 1975 to December 1980 Toni Schmücker

1 January 1982 to December 1992 Carl Hahn

1 January 1993 to 16 April 2002 Ferdinand Piech

16 April 2002 to 31 December 2006 Bernd Pischetsrieder

1 January 2007 to present Martin Winterkorn

History Of Volkswagen

In 1930’s

Meanwhile, the year is 1930, and Ferdinand Porsche had just set up an automotive design company, which became known as the Porsche Büro.

The company patented a sophisticated independent front suspension system, which consisted of transversely mounted torsion bars connected to two trailing arms on each side.

At the time, this was lighter than most other common types of suspension.

In 1931’s

In 1931, a German motorcycle company, Zündapp, asked Porsche if he could design a suitable car for them.

Porsche came up with a streamlined 2 door sedan, which had lines similar to the Beetle.

It was designated the Type 12. Zündapp wanted to put in a 1.2 liter radial engine from one of their motorcycles.

This was the end of the line for this design, as it didn't make it any further.

Porsche Type-12

Later in 1933, Adolf Hitler met with Ferdinand Porsche to discuss Hitler's idea of a Volkswagen. Hitler proposed a people's car that could carry 5 people, cruise up to 62mph, This was an opportunity for Porsche to push his idea of a small car forward, as was it to help Hitler get a real people's car for the citizens of Germany.

In 1933

In 1936

The project to build the car that would become known as the Beetle.

Hitler's desire that almost anybody should be able to afford a car fitted with a proposal by car designer Ferdinand Porsche .

The intention was that ordinary Germans would buy the car by means of a savings scheme.

Prototypes of the car called the KdF-Wagen (German: Kraft durch Freude = strength through joy), appeared from 1936 onwards (the first cars had been produced in Stuttgart).

The car already had its distinctive round shape and air-cooled, flat-four, rear-mounted engine.

In 1937

On 28 May 1937 the building of the new factory started in the new town of KdF-Stadt, now called Wolfsburg.

This factory had only produced a handful of cars by the time war started in 1939.

None was actually delivered to any holder of the completed saving stamp books, though one Type 1 Cabriolet was presented to Hitler on 20 April 1938 (his 49th birthday).

War meant production changed to military vehicles, the Type 82 ("Bucket car") 

Type 82 (Bucket Car)

In 1948 : Icon for West German regeneration

From 1948, Volkswagen became a very important element, symbolically and economically, of West German regeneration.

Heinrich Nordhoff, a former senior manager at Opel who had overseen civilian and military vehicle production in the 1930s and 1940s, was recruited to run the factory in 1948.

In 1949 Major Hirst left association with the company, as it had now been re-formed as a trust, controlled by the West German government.

Volkswagens were first exhibited and sold in the United States in 1949, but sold only two units in America that first year. On its entry to the U.S. market, the VW was briefly sold as a "Victory Wagon".

1949 Volkswagen "split rear window"

1961–73: Product line expansion

VW Type 3 Notchback.

Deluxe Circa

Volkswagen Type 4 assembly line in Wolfsburg

VW expanded its product line in 1961 with the introduction of four Type 3 models (Karmann Ghia, Notchback, Squareback) based on the new Type 3 mechanical underpinnings, and again in 1969 with the larger Type-4 models.

In 1964, Volkswagen succeeded in purchasing Auto Union, and in 1969, NSU Motorenwerke AG (NSU). The former company owned the historic Audi brand, which had disappeared after the Second World War.

VW ultimately merged Auto Union and NSU to create the modern day Audi company, and would go on to develop it as its luxury vehicle marque.

1991–99: Moving upmarket

In 1991, Volkswagen launched the third-generation Golf, which was European Car of the Year for 1992.

The Golf Mk3 and Jetta arrived in North America just before the start of 1994 model year, first appearing in southern California in the late spring of 1993.

This move upmarket was continued with the Golf Mk4, introduced at the end of 1997 (and in North America in 1999).

The other main models have been the Polo, a smaller car than the Golf, and the larger Passat for the segment above the Golf.

In the UK, Volkswagen's market share grew throughout the 1990s.

In 1990, the Golf was Britain's 12th most popular car with nearly 50,000 units sold.

The Mk3 Polo achieved similar success in the mid 1990s, but in 1999 the Mk4 Golf was Volkswagen's first ever entrant in Britain's top 10 list of most popular new cars.

In the late 1990s Volkswagen, under CEO Ferdinand Piech, acquired the three luxury brands:

1. Lamborghini (through Audi),2. Bentley, and3. Bugatti.

Audi's plans for Lamborghini included a small supercar later to be named the Gallardo, and a new halo vehicle.

In late 2008, a 4-door saloon for the Lamborghini brand was shown in the form of the Lamborghini Estoque concept.

European Car of the Year

1992 - Volkswagen Golf

2010 - Volkswagen Polo

Logo Of Volkswagen

It's pretty Obvious what the Volkswagen logo is a “V” over a “W” in a blue background, surrounded by a “circle”.

Future’s Cars Of Volkswagen

Golf-Blue-e-motion

The new Volkswagen XL1 SEV

Concept R

1930s Factory opened inWolfsburg, Germany

1940s Production of first Volkswagen Company turned over to German government

1950s VW begin building foreign plants Launched “Beetle” in US market Developed Microbus

1960s Sold stock to the German public Purchased Auto Union (AUDI) US Beetle sales took off

1970s Beetle discontinued in every country except Mexico

1980s Begin car venture in China Purchased SEAT Formed Autolatina in Brazil

1990sBuilt China’s largest auto plantIntegrate Skoda Acquires Rolls-Royce and Bugatti Launched New Beetle in US

2000sSpent 3.1B to modernize factoriesInvested 1.7B in China (Asia/Pacific)

Key Milestones

Volkswagen Global Marketing Mix

Brand portfolio Volkswagen Audi Seat Škoda Bugatti Bentley Lamborghini Commercial vehicles

1

Setting prices with regard to competitors

Price discrimination across regions No price competition in emerging markets Strict cost controlling

Development of distribution partners Separated distribution channels

for each brand International standardization of dealers

Localized communication Emphasis on the European market Brand advertising Emotionalization

4

2

3

Global Marketing

Mix

Enhance regional presence and geographical spread

Increase customer orientation

Niche penetration

Technological differentiation

More efficient use of resources

Headquarter

Volkswagen In Indian Market

VIPL is a subsidiary of Volkswagen Group Sales India Private Limited that assembles, manufactures and distributes Volkswagen vehicles in India. It was established in 2007.

Volkswagen India Private Limited currently has more than 70 dealerships in 56 cities across 18 states and 2 union territories of India.

In the year 2010, VIPL recorded sales of 32,627 vehicles against 3,039 vehicles sold during the year 2009 and registered a sales growth of over 1,000%.

Volkswagen Group Sales India Private Limited operates a manufacturing plant at Pune with an annual capacity of 110,000 vehicles

The Chakan Plant is also used by SAIPL to manufacture the Škoda Fabia.

It also shares a manufacturing plant in Aurangabad  for production of Audi branded vehicles.

Volkswagen's Growth In India Has Been Impressive

Closest Competitors of Volkswagen in India

SWOT Analysis

SWOT is used for the analysis of internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats of the firm.

SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategic situation.

The technique is based on the assumption that an effective strategy derives between a firm’s internal resources and its external situation.

It helps the organization in designing a successful strategy.

Overview about the company’s profile

Type : Public

Industry : Automotive

Founded : Berlin, Germany (May 28th 1937)

Headquarter : Wolfsburg, Germany

No. Of location : 94 production facilities in 24 countries

Area Served : Worldwide

Key People : Ferdinand K. piech (chairman)Martin Wintercorn (CEO)

Products : Automobiles, Commercial vehicles, Engine, motorcycles

Production Output : ∆ 8,494,280 (2011)

Revenue : ∆€159.33 billion (2011)

Operating Income : ∆€11.27 billion (2011)

Profit : ∆€15.40 billion (2011)

Employees : 501,956 (2011)

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