Volkswagen is aiming to sell around 1 million vehicles -- 800,000 VWs and 200,000 Audi -- in the United States by 2018. For some people, this target seemed too high and so they began to wonder if Volkswagen is still expecting to achieve its sales target. Jonathan Browning, chief executive of VW Group of America, gave a somewhat ambiguous answer that could mean “maybe.”
He remarked that Volkswagen’s 1 million was established as a goal to shock its internal organization – that doing business as they have historically done would not allow them to achieve their goal. He said that it is less important whether the carmaker achieves a specific volume earlier or later, noting that the 1 million sales target sets the tone for the magnitude of their ambition.
Selling a million vehicles in the US is part of VW Group's global goal of 10 million sales by 2018. Volkswagen’s top think-tanks know that achieving the goal is not impossible, as they already managed to sell around 9.3 million vehicles in 2012. Browning noted that selling a million vehicles, including 800,000 for the VW brand, in the US remains their objective.
The carmaker sold 438,133 VW brand vehicles and reported sales of 139,310 Audi brand units in 2012, allowing both brands to post gains in market share. However, the figures show that Volkswagen is still far from hitting its 1 million goal. Browning remarked that they are already mid-way through the period they set in their 10-year plan through 2018. He also said that having sold 438,000 in 2012 means they are halfway to their sales goal.