VW`s top priority in India |
German auto major Volkswagen is working to bring more feature-packed fresh products every year to India while revving up localisation instead of trying to compete in the highly competitive mass market segment.Having learnt lessons in the past decade of its presence in the country, the world`s largest automaker has undertaken a course correction and is working to establish itself as the most preferred `affordable premium brand` in India. VW has been in India for ten years now as a brand but are still in the learning phase. Some of the assumptions that it took in the early days when it came then with Vento and Polo, they have proved to be not 100 per cent right. Volkswagen Group Sales India, director VW Passenger Cars, Michael Mayer said the company had much higher expectations of growth of the market but that did not happen in 2011-13 and that "fairly dampened" the plans.Mayer said the tag of the "world`s largest car manufacturer and Europe`s biggest car manufacturer becomes pointless when it comes to understanding and performing as brand and establishing as a brand in the Indian market. It has got structure and characteristics of its own. Mayer said one of the learnings is that Indian consumers are driven by newness.
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