Marketing Mix of Volkswagen

Author- | Posted- | Updated: March 27, 2020 |
Volkswagen Marketing Mix
Volkswagen Marketing Mix

Volkswagen is among the largest auto manufacturers in the world with a strong global presence. The company has its headquarters in Wolfsburg, Germany. Its main production plant is also located there. The portfolio of Volkswagen includes 12 brands and more than 70 different models. It has brought products in every major segment and nearly all countries around the world. The two largest markets of Volkswagen are China and Europe. In 2019, the company experienced growth in total vehicle deliveries as well as net revenue. The brand portfolio of Volkswagen includes some leading premium models like Audi and Porsche. One of the key factors driving the growth of Volkswagen is its focus on innovation. In 2016, it embarked on an aggressive route to improve its market presence by introducing more new models every year. Simultaneously, the company is focusing on adapting its product mix to the growing demand for environment-friendly models.

Read a marketing mix of Volkswagen including the four P’s- Product, Place, Price, and Promotion.

Product Mix:

Volkswagen is one of the largest auto manufacturers in the world. Its product range is also among the broadest in the industry with more than 70 different models ranging from family cars to SUVs, premium and luxury cars as well as trucks. There are 12 brands in the product portfolio of Volkswagen which include:

  • Volkswagen
  • Volkswagen Commercial
  • Audi
  • SEAT
  • Skoda
  • Bentley
  • Bugatti
  • Lamborghini
  • Porsche
  • Ducatti
  • Scania
  • Man

The Volkswagen Group has divided its business into two divisions including the automotive division and the financial services division. The Automotive division of Volkswagen includes passenger cars, commercial vehicles, and the power engineering business areas. This division is engaged in the development of vehicles and engines, production and sale of passenger cars, light commercial vehicles, trucks, buses, and motorcycles as well as genuine parts, large-bore diesel engines, turbomachinery, special gear units, propulsion components, and testing businesses. VW is also adding mobility solutions to its range of products. The financial division of Volkswagen is engaged in dealer and customer financing, vehicle leasing, direct banking & insurance activities, as well as fleet management and mobility offerings.

Place:

Volkswagen has its headquarters in Wolfsburg, Germany which is also its largest manufacturing location. The company has maintained a strong global presence through an industry-leading network of dealers and distributors. The company has its manufacturing locations spread worldwide. It has 124 manufacturing locations in 20 European countries and 11 other countries in the Americas, Asia, and Africa. Total group deliveries to customers rose to 10.97 million in 2019. China and Europe are the leading markets of Volkswagen. However, the company has also maintained a strong presence in North America.

Price:

One of the leading sources of Volkswagen’s competitive advantage is its large product portfolio that includes around 365 models. The Volkswagen group caters to nearly every major market segment. While on the one hand, it has brought a large range of competitively priced family cars, on the other, its product portfolio also includes industry-leading premium and luxury cars like Audi, Lamborghini and Bentley. So, with regard to pricing, the company follows a varied pricing strategy that allows it to cater to the needs of various segments of customers. Apart from selling to middle-class consumers that want innovative models at affordable prices, it also sells to the higher-end consumers.

Promotion:

Volkswagen is a well-established automobile brand that enjoys strong brand recognition in most corners of the world. Several of the brands in its product portfolio are highly recognized and market-leading brands like Audi and Porsche. However, the company also invests in advertising and promotions. According to Statista, the company spent around $5.7 billion on advertising and promotions in 2018 globally. The company uses mainly digital channels for marketing and promotions. Apart from its own website, Volkswagen uses social media for customer engagement and promotions. However, the company also promotes its brand and products through other channels like sponsorships, motorsports, and media events to grow brand awareness.

Abhijeet Pratap

Abhijeet has been blogging on educational topics and business research since 2016. He graduated with a Hons. in English literature from BRABU and an MBA from the Asia-Pacific Institute of Management, New Delhi. He likes to blog and share his knowledge and research in business management, marketing, literature and other areas with his readers.