Steering a national multi-brand sales organization

in the automotive industry based on the example of

VW Group Polska

Ralf Jochen Berckhan

Volkswagen Group Polska, Prezes Zarządu

Steering a national multi-brand sales

organization in the automotive industry

(based on example of VW Group Polska)

Poznań, 26.04.2012 UEP

Agenda

0. Multibrand video

1. Volkswagen Group worldwide: Facts & Figures; Focus: Sales

2. Volkswagen Group Brand Portfolio

3. Defining the concpet of a ’National Sales Company’

4. Focus Poland – merger concept

4.1. KPI Polska & SAP merger concept

4.2. Creating Volkswagen Group Polska

Agenda

5. Brand positioning

5.1. Volkswagen

5.2. Skoda

5.3. Audi

6. Challenges of a multi-brand sales organization

6.1. Product

6.2. Price

6.3. Place (dealers)

7. Summary

Volkswagen Group worldwide

Facts and Figures

Focus: Sales

Volkswagen Group (worldwide)

Facts and Figures (approx.)

1987 2011

Turnover 29 bn € 159 bn €

No. Of Brands (3) (11)

No. Of Employees 260 458 501 956

No. Of Production Sites 10 64

Sales (AaK) 2 778 613 8 361 294

Sales by Brands 2011

Sales by Countries 2011

2. Volkswagen Group Brand Portfolio

3. Defining the concept of a ’National Sales Company’

4. Focus Poland - merger concept

4.1. KPI Polska & SAP - the merger concept

4.2. Creating Volkswagen Group Polska

Brand positioning

6. Challenges of a multi-brand sales organization

6.1. Product (examples)

1. Entry: VW Up! Seat Mii Skoda Citigo

2. Volume: VW Golf Audi A3 Seat Leon

3. SUV: VW Tiguan Audi Q3 Skoda Yeti

4. Limousine : VW Passat Audi A4 Skoda Octavia

5. Lim premium: Audi A8 Porsche Panamera VW Phaeton

6. Sports Cars: Audi R8 Lamborghini Gallardo Porsche 911

6.2. Price – Positioning in the Group

Passat Alltrack target competitors

Old Skoda design

Piazza concept

samples

Hangar

New Skoda

Corporate Design

concept

Modular Concept

Single Storey

Terminal

Multi Storey

Terminal

… … …

6.3. Place (dealers)

Poznań Motor Show 2012

59.000 Visitors, +20,000 than 2011.

Inc. Vice President of the City.

160 accredited Journalists.

30.000 m2 of Exhibition Area.

600 displayed Cars.

11 National Premiers.

Official Motor Show opening on Volkswagen Group

Polska Hall & Stage.

During the ceremony VW, Audi, Porsche, Skoda &

Nfz presented Polish premiers with press

conference for journalists. Benchmark was Geneva

Group Evening.

430 Guest in the event.

7. Summary

Steering a national multi-brand sales organization

in the automotive industry based on the example of

VW Group Polska

Ralf Jochen Berckhan

Volkswagen Group Polska, Prezes Zarządu