Volkswagen Executive Summary

Europe's largest car maker Volkswagen has decided completely to revamp its India strategy, after a big splash entry about five years ago. Initially, it posed a major challenge to market leader Maruti Suzuki. But lack of new products and an inability to price products competitively pushed it to the fringes. It has now altered its strategy. It has tweaked production, localized parts, concentrated on branding, sales, service besides planning in the coming years a new product portfolio. Mahesh Kodumudi, the chief representative of the Volkswagen Group and MD of Volkswagen India Private Limited says that the focus has shifted from volumes and market share in 2011-12 to getting fundamental rights and create a profitable business in India. "We want

Apart from these, other trim specific updates are as follows: The Highline trim has received a 7 inch touch screen infotainment system coming from the house of Blaupunkt with an in-built GPS, sat-nav USB and Bluetooth connectivity as well as iPhone / iPod connectivity. The rear seat passengers need not fret as they get an 8 inch touch screen Bluapunkt Android tablet supporting both Wi-Fi and 3G connectivity. The Comfortline trim of the Vento Magnific comes equipped with Garmin navigation system, scuff plates with Vento badging while stylish alloy wheels on the exterior provide a lavish look to its appearance. As the German automaker describes it aptly, the Vento Magnific is a complete entertainment on the go. With multimedia consoles on the dashboard and the rear seats, the model is a complete package on wheels. It connects one with TV, social media, games, maps and more. The special edition Magnific has not seen any mechanical changes. It continues to carry high

The ad film has been conceptualised by DDB Mudra West. A Vento comes to a halt at a zebra crossing. A young bystander finds the man in the driver’s seat making playful gestures, seemingly to himself. As the car’s journey continues, both the car and the man driving it invite curious looks from various people thanks to his animated behaviour. This continues until we see what’s actually going on. The man has been singing, animatedly, the children’s poem ‘Old MacDonald had a farm’ for the benefit of his young child in the back seat who is enjoying the drive, giggling all the way. The film ends with a voice over and super saying, ‘The New Vento. Feel The Love’. Rahul Mathew, creative head, DDB Mudra West, said, “Going the family way is often seen as going away from all that’s fun. But actually that’s a choice, not the rule. The new Vento makes sure that it’s a choice you don’t have to make when it comes to your car. And that’s what we tried to capture in the commercial. A man who sees the fun side to the responsibilities of a father. ”Kamal Basu, head – marketing and PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, said, “The Vento has always been among our best received products in the market and with the changes made to the new Vento we wanted to do something unique for this car–line. The DDB Mudra team has worked very well on the brief and the final outcome is fantastic.” The campaign will straddle print, OOH,