Tag Archives: Volkswagen

Volkswagen Sharon and Touran, which to buy?

Interesting advertisement I saw the other day at Helsinki Vantaa airport. A Volkswagen logo with an image of the Sharan and Touran. The question is: should Volkswagen not focus in their advertising? And focus in such a way that the one product they believe is attracting customers is placed on the ad, together with a super clear call to action?

What is a Volkswagen? (hint: their current portfolio is messy)

This morning I was driving behind a “Golf plus”. A Golf Plus? I had never heard about this car before so I decided to check out Volkswagen.de to see what other models I have missed. Turned out I missed quite a few! Volkswagen has so many models that their drop down menu does not even fit my 13 inch laptop screen. Here we go with the full list…

Volkswagen is a …

Fox, Polo, Golf, Golf Cabriolet, Golf Plus, Golf Variant, Golf GTI, New Beetle, New Beetle Cabriolet, Scirocco, Jetta, Touran, Tiguan, Eos, Passat, Passat Variant, Passat CC, Sharan, Touareg, Phaeton, Caddy, Multivan, California and then still some Volkswagen Exclusive and R/R-line ranges of some of the models…

Wow!

So what is a Volkswagen? Frankly I have no idea what it wants to be anymore, but to me it has always been the Beetle and the Golf. Check out the Volkswagen Classic website with all models between 1949-1999. I am curious to hear which models strike you as being a real Volkswagen.

There is a problem at the Volkswagen Group.  With four main brands in the <100K EUR segment (Volkswagen, Audi, Seat, Skoda) and each with an enormous amount of model brands there is overlap for sure. I wrote about VW versus Audi in the USA earlier. There has to be a way to optimize, reduce the overlaps and create clear(er) identities. This will prevent in the long run each of the brands at the Volkswagen Group to lose meaning and long term profitability.