Volkswagen of America is planning to boost its 650-dealer strong retail network in the United States by around 100 new dealerships through 2018 as part of a larger plan to revive its growth in the country. Volkswagen of America chief executive Michael Horn remarked at the Detroit auto show that the carmaker wants to add dealerships in open points where the brand currently lacks a presence.
VW is trying to expand its network at a time it is preparing for product offensive aimed at reversing its two-year sales decline in the US. VW will be introducing a new midsize crossover in the first quarter of 2017 and a redesigned, long-wheelbase Tiguan compact crossover in the second quarter of the same year.
According to Horn, VW will also roll out a redesigned Jetta compact car in late-2017 and a redesigned Passat in 2018. Horn noted that BMW’s growth strategy starts with the product and continues with the dealer network. He remarked that since BMW’s volume is lower, its dealerships are also fewer. He noted that now the SUVs are confirmed, the carmaker could start expanding its dealer network.
Horn outlined a number US initiatives aimed at reviving the VW brand like creating a new high-level board committee that would make more strategic decisions locally as well as a new engineering and development center at its Chattanooga site in Tennessee that will house around 200 engineers working on vehicles for the US.
Other initiatives include shortening the life cycle of VW’s passenger cars -- starting with the redesigned Jetta in 2017 – to allow redesign every five years instead of every seven. Horn quipped that right now, the US is a key focus of the Volkswagen Group, adding that it is the most important market for the carmaker to grow further.
Headquartered in Fairfax County, Virginia, near Herndon, Volkswagen Group of America -- sometimes referred to as Volkswagen of America – was established in October 1955 in Englewood Cliffs, New Jersey, to standardize dealership service in the United States. Volkswagen Group of America grew to 909 Volkswagen dealers in the US by 1965.
Serving as VW’s North American operational headquarters, Volkswagen Group of America is in charge of five marques: Audi, Bentley, Bugatti, Lamborghini, and Volkswagen. Volkswagen Group of America also controls VW Credit.
Headquartered in Wolfsburg, Lower Saxony, Germany, Volkswagen AG is a German multinational auto maker that is majority owned – albeit indirectly -- by the Austrian Porsche-Piech family. VW is involved in the design, manufacture and distribution of not just passenger and commercial vehicles, but also motorcycles and engines. In addition, it offers related services including financing and leasing.
Volkswagen AG is essentially the parent company of the Volkswagen Group.