Based on the analysis of the company it can be said that the brand aims for

Based on the analysis of the company it can be said

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Based on the analysis of the company it can be said that the brand aims for different target groups. The most interesting group is still the fraction of mid-level family cars. In addition and due to permanent enhancements of their car lines, the company targeted new groups such as young people who are looking for an affordable sport car. By introducing the Scirocco and the CC models for example, Volkswagen managed to satisfy another consumer group. It is important to mention that the conservative cars such as the Golf, Polo, Jetta and Passat are still the leading models in sales. The other market, which Volkswagen approaching to be the commercial vehicles. In 2016 VW has renew their commercial vehicles based on their clients’ requirements in order to fulfill their clients’ needs. The redesigning of the line was successful with an increase of 16.8% in sales compared to the prior year. In 2016 VW has established a new target, to reposition itself where the code name is “TRANSFORM 2025”. The focus in the new strategy is to strength their current market position, increase their competitiveness and to enter to new markets. For instance one of their main targets for the moment is to enter to the electronic cars market, where in 2017 the company presented an electric model for their most successful models such as the Golf, where the letter E, next to the name represents the fact that it is an electric car. ( VW, 2017b). 2.2 Global market The Volkswagen automobile is the most successful brand of Volkswagen group. In 2016 the company delivered more than 6 million cars to its customers, which is approximately 200,000 cars more compared to 2015. The company operates in many different markets. Thereby the majority of its sales happen in the Asian-pacific market with 53% of the total sales. The
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European market comprises of 31.6% of the total sales, whereas the North American and the South American markets account for only 9.7% and 5.6% respectively. (VW, 2017b) 2.3 Diesel Scandal On September 18, in 2015, the American Environmental Protection Agency (EPA) announced that they have found a “defeat device” in the diesel engines of VW during regular inspections. During an inspection, the engine could identify the test situation and would immediately enhance its emissions in relation to nitrogen oxide (VW, 2016). This condition falsified reports on environmental pollution and caused negative publicity to the whole group. As a consequence, the VW groups disclosed that around 11 million cars worldwide would contain the “defeat device” ( Hotten, R., 2015). Until this day, Volkswagen automobile still tries to clarify how this defeating device was placed in the engines and especially by whom. To resolve this incident they tasked external investigations and internal inquiries. Additionally it is important to point out, that despite external investigations, the company also cooperates with the Department of justice (DOI) and are willing to share its own investigation results. Nevertheless, a criminal complaint against VW was submitted to the responsible public prosecutor’s in Braunschweig.
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  • Winter '18
  • Renault, Volkswagen, Porsche, Volkswagen Group, Scania

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