Analysis of Volkswagen Strategies, 2014-2025

Volkswagen Group to Invest $13.7 billion on Electric Vehicle (EV) infrastructure and Vehicle Development to Meet its Electric Vehicle Goals by 2025

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This study looks at the outcome of the 2018 Strategy which was introduced by the VW Group in 2010. It then analyzes the recent Strategy 2025 which was rolled out by the group. Key aspects of the new strategy are analyzed and their implications for the overall group and the individual brands are discussed. The study also looks at the various capabilities that the group should possess to achieve the goals by 2025 and the various ways in which those capabilities can be acquired. Finally, the study provides strategic recommendations which can help the group to seamlessly execute its Strategy 2025 vision and achieve the desired results.

The VW group is one of the leading automotive OEMs in the world. In 2016, the group replaced Toyota as the largest OEM in the world in terms of number of units sold. The group sold a total of 10.4 million units globally in 2016. The Dieselgate scandal had a significant impact on brand image in the United States. However, customer satisfaction remained high in markets such as China and Europe contributing to increased sales. Volkswagen group is the leading investor in R&D in the globe among companies spanning across different sectors. The group aims to consolidate its position as the apex automaker in the future as well through its Strategy 2025 vision. This gives rise to some of the key objectives of this study which are as follows.
1. To understand the key aspects of the Strategy 2025 initiative
2. To identify the main areas of focus for the company to execute Strategy 2025
3. To decipher the impact of the new strategy on the product portfolio of the group
4. To understand the key technology focus areas for the group
5. To get an insight into the new mobility company within the group.

The company recently set up a separate company called MOIA to address the demands of future mobility. The company aims to be at the forefront of on-demand mobility solutions of the future. This research service covers this aspect extensively, exploring the capabilities and technologies required to compete in the on-demand mobility services space. It also tracks and captures the various initiatives taken by the company to achieve its mobility service goals and potential initiatives which could unravel in the future. Other key areas covered in this study include electrification, autonomous driving, advanced Human Machine Interface (HMI) features, Advanced Driver Assistance Systems (ADAS) and connected car concepts, to name a few. Specific technology concepts covered pertaining to the Volkswagen Group include gesture recognition, natural language understanding, Plug-in hybrid vehicles (PHEV), battery electric vehicles (BEV), battery packs and battery factories. The study also discusses Volkswagen's financial services division and the innovation that the group is bringing into the retailing arena.

Table of Contents

1. Executive Summary
Key Takeaways
Review of Strategy 2018
Implications of Strategy 2025
Autonomous Strategy
Vehicular Communication Strategy
Battery Factory Focus
New Mobility Strategy
Key Findings and Future Outlook
2. Research Scope and Methodology
Research Aims and Objectives
Research Background
Vehicle Segment Definitions
3. Overview of Volkswagen
Snapshot of The Volkswagen Group
The Volkswagen Group—Introduction
Strategy 2025—Summary
Strategy 2025—Introduction
Strategy 2025—Implications
Model Phase-out and New Model Line-up
Impact of Vehicle Segment Mix
Strategy 2025—Phased Transition Plan
Impact of Strategy 2025 on Brands
4. R&D and Manufacturing
R&D and Manufacturing—Summary
Volkswagen Brand—HMI R&D Centers
Volkswagen Group’s Global Manufacturing Footprint
Battery Factories—Much Needed Support for Strategy 2025
Belgium—Home of the e-Tron Quattro
Dresden, Germany—Exclusive Production Hub of The e-Golf
5. Electrification Strategy
Electrification—Summary
VW Dieselgate Reshaping Auto Landscape
Modular Platforms—MQB and MLB
Modular Platforms—MEB
Electric Vehicle Strategy Analysis
6. Advanced Technologies
Advanced Technologies—Summary
Advanced Technologies—HMI, Connectivity and Autonomous Future
Advanced Technologies— Key Focus Areas and Vision
HMI Related Strategic Direction
Volkswagen Segmentation of Connectivity
Volkswagen Group—Vehicular Communication Strategy
VW, Audi and Porsche Connectivity Strategy
Autonomous Strategy—Volkswagen Group
Autonomous Technology—VW Sedric
Autonomous Technology—Audi A8
Audi– Functional Timeline—Towards Level 5 Automation
7. New Mobility Services
New Mobility Services—Summary
Volkswagen Group—Mobility Vision
Volkswagen MOIA
Volkswagen Mobility Services—Carsharing
Volkswagen Mobility Investments
8. Future Retail Vision and Financial Services
Future Retail and Financial Services—Summary
Skoda—Live Tour Digital Showroom
Volkswagen—Blended Retail Concept
Audi Future Retail—Audi City
Volkswagen Financial Services—Structure and Performance
Volkswagen Financial Services— Investments and Capital Allocations
9. Growth Opportunities and Companies to Action
Volkswagen Growth Opportunities
Strategic Imperatives
10. Conclusion and Key Takeaways
The 3 Big Predictions
Legal Disclaimer
11. The Frost & Sullivan Story


List of Figures & Charts

1. Strategy Outcome, Global, 2018
2. Key Findings, Global, 2017 and 2025
3. Vehicle Segment Definitions, Global, 2017


1. Key Takeaways, Global, 2017
2. Implications of Strategy, Global, 2016–2025
3. VW Autonomous Strategy, Global, 2014–2025
4. The Volkswagen Group- Battery Factories, Global, 2014–2025
5. OEM Mobility Strategies VW—Roadmap, Global, 2014–2025
6. Strategy Snapshot, Global, 2025
7. Implication of Strategy 2016–2025
8. New Model Line Up, Global, 2015–2025
9. VW Segments Mix, Global, 2015–2025
10. 3 Phased Transition, Global, 2015–2025
11. Brand Restructuring and Positioning, Global, 2014–2025
12. HMI R&D Centers, Global, 2014–2025
13. Manufacturing Facilities, Global, 2014–2025
14. Battery Factories, Global, 2014–2025
15. Dresden, Germany, 2014–2025
16. Effects of VW Dieselgate, Global, 2014–2025
17. Power Train Mix-MQB Platform, Global, 2016 and 2025
18. Power Train Mix-MLB Platform, Global, 2016 and 2025
19. Introduction of MEB Platform, Global, 2016–2025
20. Total EV Models, Global, 2025
21. Volkswagen Profile – Advanced Technologies, Global, 2014–2025
22. Connectivity Strategy, Global, 2014–2025
23. Audi—Automation Timeline, Europe and NA, 2015–2022
24. OEM Mobility Strategies-Volkswagen, Global, 2014–2025
25. OEM Mobility Strategies-Moia, Global, 2014–2025
26. OEM Mobility Strategies-VW Mobility Services, Europe, 2014–2025
27. OEM Mobility Strategies-VW Partnership with Gett, Europe, 2014–2025
28. Future of Car Retailing- Volkswagen, Europe, 2014–2025
29. Audi Future Retail, Europe, 2014–2025
30. Volkswagen Financial Services, Investments and Capital Allocations, Global, 2014–2025



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