New Volkswagen Passenger Cars CEO Thomas Schafer wants to “make VW a loved brand again”, while also fixing the software issues that have plagued the launch of the firm’s ID range of electric cars and forging closer relationships with sibling brands Seat, Skoda and Cupra.
Schafer, speaking to Autocar at the launch of the new Volkswagen ID Buzz to Car of the Year jurors, outlined the three main goals he has set the brand since he took up the CEO position on 1 July, just three months after joining VW as COO from his previous position as Skoda CEO.
The first goal is the desire to make the brand loved again. On this topic, Schafer said: “VW is a phenomenal global brand and it deserves to go back to where it used to be. It needs investment in this in products and in substance, and we’re on the way.
“We need to emotionalise the brand, through the way we talk to the media and also in our advertising."
He added: “We also need ‘lighthouse’ projects”, in reference to the upcoming Trinity electric saloon that will bring level four autonomous technology to VW for the first time.
Schafer’s second priority is to bring VW closer to Seat, Cupra, Skoda and Volkswagen Commercial Vehicles in his other role of head of group brand volume. In this position, he will look to streamline the development of common parts and functions, to reduce costs and shorten development times across the board.
“This doesn’t mean the cars will be more similar,” said Schafer. “It’s the opposite, in fact. We have spent too much time working by ourselves. We will make lean machine rooms with brands coming together. We have huge potential.”
His third priority is to “oversee the double transformation” occurring in the industry, which is “not just from ICE to EV but then from EV to autonomous”.
On this, Schafer admitted VW is “on a steep learning curve with the likes of over-the-air software. It’s been a challenge, but we have made good strides with new voice control and travel assist. We’re hopefully on the right track and can strengthen further.”
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How many new cars have the Volkswagen group launched in the last two years? No point in mentioning Rehashed ID3s wearing Cupra clothing. The answer is very few. They have no idea what they are doing. Communication is poor because they don't have the answers. In the case of Škoda they won't have a new smaller ev for at least another 2 year's. Enough time for the Chinese variants to arrive and do untold damage. Cupra I can't see the future. It's a German DS. Niche cars. I'd be very very worried. They have a moumental amount of work to do over the next 12 months and they need to get their software right. The new EV Models from Volkswagen will need to be their best ever products if they are in the short-term at least going to keep the Koreans at bay. But then, they are still the Volkswagen group and what doesn't kill you will make you stronger.
So he's moving VW towards VE Commercial vehicles, and at the same time "emitionalise" them.
good luck with that one!
Well, from his emotionalised lighthouse, he certainly seems to be good at spewing out meaningless cliches and metaphors which have no meaning.
Agreed - textbook Volkswagen Group - what a load of old b*ll*cks