大众-2025战略转型报告（英文）37页_2mb

Volkswagen Passenger Cars – Strategy TRANSFORM 2025+ Summary

Core Content

Volkswagen Passenger Cars has launched the TRANSFORM 2025+ corporate strategy to reposition itself as a leader in the new automotive industry. The strategy is built on four key trends: Connectivity, Autonomous Driving, Electrification, and Transformation. It aims to improve brand image, product portfolio, and financial performance while addressing current challenges such as the diesel crisis, high costs, and market share erosion in certain regions.

Main Goals

• To become the strongest brand in the volume segment
• To lead in electric mobility
• To create a global, consistent brand positioning
• To reduce complexity and increase productivity
• To enhance customer engagement through digital and mobility services

Key Trends and Strategy Components

1. Connectivity

• The car is becoming the main internet exchange point
• Direct customer contact through the manufacturer's digital ecosystem
• Vehicles will perform more tasks for the driver

2. Autonomous Driving

• The average time drivers spend in their cars is over 90 minutes per day
• Volkswagen is investing in autonomous driving capabilities

3. Electrification

• Global environmental standards will become more stringent after 2020
• Electric mobility is experiencing a breakthrough
• The goal is to make electric vehicles affordable and profitable

4. Transformation

• Focus on shared mobility and usage-based automobility
• Targeting >10% of urban mobility in 2025 will be based on shared models

Strategic Realignment

Volkswagen is realigning its brand strategy in three phases:

1. Brand Positioning: Strengthen brand image globally, especially in the aspiring middle class
2. Product Strategy: Focus on SUV and BEV offerings, reduce product complexity, and streamline platforms
3. Operational Efficiency: Reduce costs and increase productivity through organisational restructuring

Product Strategy

• SUV offensive: Expanding the SUV range globally, including models like T-Roc, Tiguan, and Atlas
• Reduction in complexity: Fewer component variants (>15,000), reduced number of platforms (-40%), and fewer drive trains (-30 to -40%)
• MEB platform: Economies of scale and cost optimization through its use across the Group
• New organisation model: Product line organisation and regionalisation to improve decision-making and implementation speed

Key Measures

• Electrify America: Infrastructure and locally produced electric vehicles from 2021
• Cost reduction: Focus on material, product, and fixed costs
• Local alignment: Products tailored to local standards and customer expectations
• Investment: €2.5 billion in South America for a product offensive
• Future Pact: A key initiative to restore financial competitiveness and shift value creation to future-oriented areas

Organisational Changes

• New leadership culture: More agile and entrepreneurial
• Regionalisation: Implementation of a new organisational model across regions (NAR, SAM, CHN)
• Product line organisation: Segmentation into G1 (Small), G2 (Compact), G3 (Mid- & Fullsize), and G4 (e-Mobility)

Brand Initiatives

• The brand positioning is mentored by the Board of Management
• Key brand initiatives include:
  • Emotional and attractive products
  • Superior digital ecosystem
  • Leadership in electric mobility
  • Market leadership in Europe and China
  • Direct customer contact
  • Agility and integrity

Mission Statement

• "Moving People Forward": Volkswagen's new mission is to drive innovation and sustainable mobility
• The brand aims to:
  • Put the future into series production as the global leader for e-mobility
  • Drive customers and society forward with innovation
  • Use its strengths to shape the transformation

KPIs

• 12 KPIs will measure the achievement of the strategy in four target areas:
  1. Enthusiastic Customers
  2. A Strong Team that Gets Things Moving
  3. Secure Earnings Power
  4. Sustainable Mobility

Challenges and Opportunities

• Diesel crisis: Has led to a loss of trust and the need for brand recovery
• Market share erosion: In price-sensitive markets such as Brazil, India, and ASEAN
• High fixed costs and complexity: Need for cost reduction and efficiency improvements
• Global presence: Volkswagen Group's backbone supports the strategy with scalable platforms and established brand reputation

Conclusion

The TRANSFORM 2025+ strategy is a comprehensive plan to reposition Volkswagen as a global leader in the volume segment and electric mobility. It includes a focus on product innovation, organisational restructuring, and digital transformation to address current challenges and improve competitiveness. The strategy also aims to enhance customer engagement, financial viability, and sustainability.