Can Volkswagen’s new boss pull Volkswagen out of the doldrums? Stuck at about two percent market share, there is room to grow. But will consumers “definitely consider” purchasing Volkswagen, is the question.
Volkswagen was once a limited destination brand, offering mostly car models, though has added SUVs, some of which have come and gone, I still struggle to spell Touareg, I guess good riddance. With a more complete product portfolio, can Keogh draw in more car and SUV consumers to accelerate brand growth?
It may take more than an Audi-like turn-around to put Volkswagen on a track similar to Nissan. Nissan has been progressing (albeit slowly, but that’s how this happens) for many years to distinguish itself from Tier 2 brands, keeping its distance from Hyundai and closing in on Ford.
Aside from going deep on “product strengths” and “innovative marketing”, the first task at hand is what to do with all those Volkswagen Haters? 37% of New Vehicle Intenders will not Consider Volkswagen (Ouch!). Frankly, Volkswagen’s Consideration dynamics are upside-down compared to Nissan.
There exists a significant engagement opportunity to help consumers understand the benefits of the Volkswagen brand and what the brand stands for in the U.S.