VW US boss Michael Horn says changing mindset of HQ vital to success

Article by Anita Panait, on January 20, 2014

Michael Horn, the newly named chief executive officer and president of Volkswagen Group of America, is confident that he knows how to achieve success in North America – changing the mindset of the German headquarters. "We need to push more. Not here, but in Wolfsburg," Horn said, referring to the home base of parent Volkswagen AG.

"It's about how to translate the American market in Wolfsburg,” Horn said, noting the headquarters need to listen to US demands depends, which could be partly achieved by having a strong network inside the company.

"There are formal organizations and there are informal organizations," remarked Horn. VW recently disclosed that it will introduce a mid-sized sports utility vehicle tailored for consumers in the United States, with an aim of improving the sales of its namesake brand in the country.

VW said it is sticking to its target of boosting combined annual US sales volume of its namesake brand and the Audi premium marque to 1 million by 2018, spending $7 billion in the North America in the next five years in the process. Unlike the Audi and Porsche nameplates, the volume VW brand did not gain in the US in 2013.

In fact, VW brand’s US sales dropped 7 percent to 407,704 cars and SUVs, with demand falling 23 percent in December. That represents just half of the 800,000 annual sales targeted for the market by 2018.  Horn said that Volkswagen is mulling rolling out a long-wheelbase version of its Tiguan compact SUV since US customers are seeking three rows of seats rather than only two. [source: Reuters]

If you liked the article, share on:

Comments

Recommended

It has been nearly eight years since Toyota entered a new era of sports cars when it officially unveiled the production version of the Toyota 86 – also known as...
by - February 27, 2019
The new Audi TT RS – yes, the top version of the German carmaker’s facelifted TT model series – is now officially here. If you could remember, the range-topping TT...
by - February 18, 2019
Nearly half a year ago when McLaren Automotive unveiled the McLaren 600LT Coupe, the British carmaker is now introducing a version that lets its passengers enjoy the thrill of an...
by - January 25, 2019
German carmaker Volkswagen is now making the latest evolution of the new Volkswagen Golf GTI -- the new Golf GTI TCR. First unveiled as a concept at the annual GTI...
by - January 24, 2019
It has been three and a half years since BMW unveiled the sixth generation of the BMW 7 Series. Thus, it is really about to give the 7 Series a...
by - January 17, 2019