Brand Value of Volkswagen

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Volkswagen Company After a huge restructuring and numerous high-profile bankruptcies, a leaner, more forceful auto industry is making a response, hiring workers and increasing manufacturing plants. "From a trough two years ago, Ford Motor Co., General Motors Co., Chrysler Group and other auto companies have added almost 90,000 manufacturing jobs, a 14% increase, according to federal employment data" (Hirsch, 2011). And it's not just the big three American manufacturers that are flourishing. Nissan, VW and other foreign-based companies are growing in the United States, putting billions of dollars into building and refurbishing plants. "Start-ups Tesla Motors in Palo Alto, Fisker Automotive in Anaheim and Coda Automotive in L.A. are hiring and spending hundreds of millions of dollars designing and launching electric and hybrid vehicles" (Hirsch, 2011). The automotive industry is experiencing unparalleled change. The off-shoring of manufacturing and augmented global competition has pinched U.S. auto companies. The mounting environmental faction and instability of global oil supplies are escalating the pressure on automakers to innovate around alternative energy resources such as hydrogen and bio-fuels. Industry trends include: The nationwide focus on energy prices is impacting consumer purchasing choices for automobiles. Energy efficiency is a key leverage point over comfort and size. Environmentally mindful consumers will likely be attracted to new technologies that are
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