Marketing and Sales Highlights of the Volkswagen Group. Investor Meeting London, 13 July 2006

Transcription

1 Marketing and Sales Highlights of the Volkswagen Group Stefan Jacoby, Executive Vice President Marketing & Sales Volkswagen Group Investor Meeting London, 13 July 2006

2 1. Marketing and Sales structure and responsibilities 2. Volume development Volkswagen Group price position 4. Incentive environment in the passenger car market 5. Volkswagen Group marketing policy

3 1. Volkswagen Group Marketing and Sales Organisational overview VW Group Marketing and Sales Group Marketing and Sales Management Group Areal, Wholesale and Retail Development Group Fleet international and Multi-Brand Sales Group Services Sales Genuine Parts Group Sales Germany Volkswagen Retail GmbH Strategic Market Development Group Multi- Brand Sales Group Service and Sales Genuine Parts Controlling Group Marketing and Sales

4 Presentation 1. Marketing and Sales structure and responsibilities 2. Volume development Volkswagen Group price position 4. Incentive environment in the passenger car market 5. Volkswagen Group marketing policy

5 2. Market development January to May 2006 Total registrations (units) Change y-o-y % Europe 7,752, of which Western Europe 6,544, of which Germany 1,412, North America 7,499, of which USA 6,873, South America/South Africa Asia Pacific 1,229, ,662, of which China 1,687, Middle East & Rest Africa Worldwide (total) 856, ,000,

6 2. Market share passenger car market January to May 2006 Germany (%) (%) Volkswagen Audi SEAT Skoda Volkswagen Group Western Europe (%) (%) Volkswagen Audi SEAT Skoda Volkswagen Group

7 Presentation 1. Marketing and Sales structure and responsibilities 2. Volume development Volkswagen Group price position 4. Incentive environment in the passenger car market 5. Volkswagen Group marketing policy

8 3. Volkswagen Group price position Volkswagen Group pursues a strongly market-oriented price position for all volume models Markets Customers Competitors Pricing decisions as key strategic value lever for bottom line profit Pricing elasticity is increasingly integrated in marketing clinics - Complete cars - Optional equipment Results of marketing clinics include - Price thresholds - Customer preferences - Value of innovation

9 3. Volkswagen Group price position Volkswagen Passenger Cars pursue a moderate price premium for all models Seat and Škoda are in line with the core competitors Customer needs and market conditions to be taken into account

10 Presentation 1. Marketing and Sales structure and responsibilities 2. Volume development Volkswagen Group price position 4. Incentive environment in the passenger car market 5. Volkswagen Group marketing policy

11 4. Incentive environment in the passenger car market Germany: Increasing consumer-oriented sales incentives: market average 2,000 1,500 1,000 Average sales incentives across the market increased of about 80% since 2000 Estimated 1,550 per vehicle in * Source: Promocar: Average consumer-oriented sales incentives per vehicle sold (excl. VAT)

12 4. Incentive environment in the passenger car market Market Information Italy with highest level; more than 30% above other markets Different levels of sales incentives in Germany, France and Italy Some competitors give significantly more consumer-oriented incentives than other brands

13 4. Incentive environment in the passenger car market Varying use of types of sales incentives in EU 5 markets High portion of financing / leasing in Germany and Italy; low level of FS schemes in UK and Spain Registration allowance and discounts are most common in UK and Spain

14 Presentation 1. Marketing and Sales structure and responsibilities 2. Volume development Volkswagen Group price position 4. Incentive environment in the passenger car market 5. Volkswagen Group marketing policy

15 5. Volkswagen Group marketing policy Incentives increasingly acquire the character of marketing instruments. No manufacturer can avoid this trend at present. Short term effects Automotive industry Achieve sales targets Customer Price reduction Mid/long term risks Automotive industry Pressure on margins Loss in residual value Price war Damage to the image Customer Loss in residual value Customers concerned to obtain the best deal Objective: Intelligent incentives to be developed, which - meet the customer needs - offer customer-oriented services linked to products

16 5. Volkswagen Group marketing policy Better understand information on the customer value of individual incentives Objectives Stronger strategic focus of sales incentive measures on Optimising consumer benefits Conserving residual value Increasing profitability within the Group Tasks for Volkswagen Group/Brands Range of projects to analyse factors such as Consumer needs of specific target groups Effects on results within the Group Using synergy effects via increased cooperation between Automotive / FS AG

17 5. Volkswagen Group marketing policy Creating mobility packages as an alternative to cash incentives Offering of different product and service packages for target groups Offerings should include low initial / final payment and insurance packages Including of services (e.g. free servicing, extended warranty, replacement tyres etc.)

18 5. Volkswagen Group marketing policy Optimizing the ratio of manufacturer costs to customer benefits Objective: Increase perceived customer benefit per Euro spending Make sure that your own costs are lower than the customer benefit

19 5. Volkswagen Group marketing policy Volkswagen brand: the Goal-/Fair play-packages Attractive special editions for Polo, Golf, Golf Plus and Touran with customer benefit of 1,200 Attractive interest rate of 0.9%, when combined with insurance extended warranty service for free (for 4 years)

20 5. Volkswagen Group marketing policy Fair play-packages key results Increasing portion of private buyers make use of financing Approximately half would, in the absence of this package, have chosen another form of financing Most important criterion were attractive interest rate and combination of financing and insurance Approx. half of fair play customers ordered more optional equipment than planned Positive impact on VW brand sales volume Source: Customer survey Goal/Fair play-packages (May 2006)

21 5. Volkswagen Group marketing policy Outlook Cooperation between automotive brands and FS AG - Promote synergies within the Group - Offer customer-oriented products at each step of the purchase process Additional benefits due to - Increased loyalty and customer retention - Conquest of competitor brands - Stabilization of residual values Develop cross-selling in all parts of the Group

22 Marketing and Sales Highlights of the Volkswagen Group Stefan Jacoby, Executive Vice President Marketing & Sales Volkswagen Group Investor Meeting London, 13 July 2006