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Can VW Finally Find Its Way In America?
Keywords:
Tags: Automobiles, Germany,
Efforts to save the VW brand in North America as it faces disappointing sales. It lost $1 billion in North America for each of the last 3 years. VW faces perception issues among customers in the USA who read JD Powers surveys. The surveys show VW in the bottom 20% for reliability, quality and service. Its younger customer base does online shopping and compares models and this led to sales declining from 338,00 to 235,000 in 2006. Now Jacoby, an accountant by training, who headed VW global sales and marketing and boosted market share from 18.1% to 20.3% in European car sales, has been given charge of the American operation to get VW to breakeven n North America by 2009. Previous ad campaigns showing VW safety in car crashes and Helg a German dominatrix failed to stir up much interest in Jetta and Passat models.
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