Volkswagen has always had its share of ups and downs in its Indian journey. The sales of VW in India represent sine-wave-like behavior, with one-month increasing exponentially and falling the next month. VW has done a lot with its special editions of Polo but still, the market share has remained minuscule. That is why it joined hands with its subsidiary group, Skoda to take on the Indian market with combined force under its India 2.0 strategy. That has reaped some results in the form of market share but what is needed, it seems, is the introduction of fresh products to freshen up the image of the brand. Pursuing that aim, VW has announced launches of mid-size SUV, Taigun and all-new Vento (which might have a completely new name). Going forward, Volkswagen has also shifted its focus to offer its customers a better experience in terms of brand knowledge, experience, servicing and accessibility. Let us first take you through the sales figures and then talk a bit about Sarvotaam 2.0 strategy.
Volkswagen – Sales report for January 2021
The sales data for the Indian automobile industry for January is out and VW seems to be doing exceedingly well. It has recorded a massive 85% YoY growth in terms of sales. In January of 2020, it managed to sell a mere 1,102 units, whereas in January of this year it sold 2,041 units. This is clearly an exponential rise in sales and part of the reason could well be the buzz around the brand with its upcoming models like the Taigun and Vento. However, it must be noted that the sales in comparison to December 2020 have declined by around 18%. The sine-wave growth of VW continues. But it plans to change that by counting on the arrival of its mid-size Creta-rival, Taigun very soon. In fact, VW is calling this the year of Taigun. That reflects how big of a deal it is for VW Group in India. If successful, this could mark the beginning of a new inning for VW in India.
Volkswagen Sarvottam 2.0 Strategy
In a bid to make the brand more accessible to a wide variety of populations, VW is coming up with something called Sarvottam 2.0 strategy, wherein, the entire customer experience stands to enhance. The key components of this strategy revolve around the brand, people, network, information, products and services. Under the “Accessible Brand” objective, Volkswagen intends to redefine its customer experience by adopting the contemporary, young and vibrant global New brand design across its physical and digital touchpoints. Under the ”Accessible People” department, VW is training its frontline personnel for behavioral changes to be more customer-oriented. Also, there will be the availability of online platforms to remain connected 24×7.
Also read: Toyota grows over 90% in January 2021!
After the pandemic times, everyone has realized the importance of online service including sales through virtual showrooms, etc. This is covered under the ”Accessible Network” and ”Accessible Information” initiatives to improve the physical network, digital online sales, service channels, finance and insurance aspects. Then comes the ”Accessible Products and Services” aspect which concentrates on the maintenance servicing and repair costs. Already, a service cost calculator is live on the website to make the process transparent. Only after the customer’s approval will the servicing process start.
All these initiatives are part of the new Sarvotaam 2.0 strategy by VW to enhance the customer experience to attract more customers in addition to launching great products.