Things are changing at Volkswagen. Newly determined to topple Toyota as the world’s number-one vehicle producer, Europe’s top-selling brand has embarked on a 10-year offensive, dubbed “Strategy 2018,” that aims to more than double VW sales both globally and in the lucrative North American market--to about 10 million and 800,000 units per year, respectively. Those are ambitious targets.
For calendar 2007, U.S. VW-brand sales totaled 230,572, down two percent from ’06. Global 2007 sales for the entire VW Group, which includes Audi, Bentley, and several nameplates not sold in the U.S., were about 5.7 million, versus some 9.4 million for number-one Toyota. Among the key elements of “Strategy 2018” are a new U.S. assembly plant and products better tailored for American tastes and market conditions, headlined by a redesigned 2010 Volkswagen Rabbit.
Things are changing at Volkswagen. Newly determined to topple Toyota as the world’s number-one vehicle producer, Europe’s top-selling brand has embarked on a 10-year offensive, dubbed “Strategy 2018,” that aims to more than double VW sales both globally and in the lucrative North American market--to about 10 million and 800,000 units per year, respectively. Those are ambitious targets.
For calendar 2007, U.S. VW-brand sales totaled 230,572, down two percent from ’06. Global 2007 sales for the entire VW Group, which includes Audi, Bentley, and several nameplates not sold in the U.S., were about 5.7 million, versus some 9.4 million for number-one Toyota. Among the key elements of “Strategy 2018” are a new U.S. assembly plant and products better tailored for American tastes and market conditions, headlined by a redesigned 2010 Volkswagen Rabbit.
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