Volkswagen Group : Company Overview

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Company Overview:

The Volkswagen Group is one of the world’s largest and leading automobile manufacturers and the largest carmaker in Europe headquartered in Wolfsburg (The Group, 2013). In 2013, Volkswagen managed to increase the number of vehicles delivered to customers from 9.276 million to 9.731 million that corresponds to a 12.8 percent share of the world passenger car market (The Group, 2013). One in four cars in Western Europe is made by Volkswagen; the sales revenue was €197 billion and profit after tax was €9.1 billion (The Group, 2013). Volkswagen Group in total consist of 12 auto brands from Europe, and these brands are Volkswagen Passenger Cars, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen
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Volkswagen proposed vision is to become global, economic and environmental leader among the automobile manufacturers; its aim is to become the most successful and leading automaker in world by 2018 (Annual Report, 2013). In order to achieve this Volkswagen has identified strategic objectives:

1. Improve customer satisfaction as it is one of the main ingredients for the company’s long-term success; Volkswagen hopes to become world leader in customer satisfaction by deploying intelligent innovations and technologies (Strategy, 2013).
2. Volkswagen aim to increase its unit sales by more than 10 million vehicles a year particularly by capturing above average share of major growth markets that are developing (Strategy, 2013).
3. Volkswagen aims to make sure that the group’s strong financial position and ability to act are guaranteed even during future difficult market periods; that is why the group wants a long-term return on sales before taxes of at least 8% (Strategy, 2013).
4. Volkswagen is aiming to become the most attractive employers in the automotive industry by 2018 because to make the best vehicle, highly qualified, fit and motivated employees will be required (Strategy, 2013).

The particular focus of Volkswagen is on environmental friendliness and profitability of the
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