2. Brands

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Volkswagen Group includes nine car brands plus Ducati. So, the range extends from motorcycles and small cars to luxury and commercial vehicles. In the NEW AUTO strategy, our brands are divided into three groups: The volume group with Cupra, Seat, Skoda, Volkswagen and Volkswagen Commercial Vehicles. The premium group with Audi, Bentley, Ducati and Lamborghini. Porsche manages the sport group. The three most important questions are answered below:

What is the goal?
With the NEW AUTO strategy, the Group is focussing on the development and scaling of cross-brand technology platforms. For example, the production platform "Scalable Systems Platform" (SSP): It will premiere in 2026 and will gradually be used throughout the product range. In addition, there is the uniform software for all brands from the software subsidiary CARIAD. At the same time, the brands in the groups have more freedom of implementation. For the entire group, this organization means in the long term: more agility, higher efficiency, and lower costs.

How are the ten brands structured?
The brand groups ensure entrepreneurial freedom for each of the brands. The leading brand assumes responsibility for representation in the direction of Group management: The Volkswagen brand leads the “Volume” brand group, Audi the “Premium” brand group. The brands work transparently for mutual success and are coordinated by the leading brand. The independent appearance of each brand is taken into account. The Group defines the framework for each brand group. In terms of positioning and independent appearance, the three brand groups act with great freedom and responsibility for implementation. The brands are different in character, but work independently in their markets for a common, great goal: mobility for people, worldwide.

Who develops the strategies for the brands?
Each brand develops its own global positioning and strategic direction. This takes place both in coordination and optimization within each brand group, as well as with all other brands and the responsible corporate bodies 



March 18, 2021

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