Design Takes Center Stage in Volkswagen Group’s Future Plans
In a recent address to the media, Oliver Blume, CEO of the Volkswagen Group, outlined the company’s future plans, with design playing a central role. Blume emphasized the importance of design in providing a consistent brand message and greater brand differentiation. This focus on design is part of a broader ten-point plan aimed at guiding the company through its transition from traditional internal combustion engine models to electric-powered models.
Blume highlighted the Volkswagen Group’s efforts to differentiate each of its individual car brands, including Volkswagen, Škoda, Seat, Cupra, Audi, Lamborghini, Bentley, Porsche, and Scout. He emphasized that design is one of the critical factors in determining success and stated, “With sharpened design identities, we create distinctive products and enhance brand differentiation. The Volkswagen Group is becoming a design-driven company.”
To showcase this new design-led approach, Blume pointed to the Volkswagen brand’s ID. GTI Concept and Cupra DarkRebel show car. He stated that the Volkswagen Group will aim for high design quality and strong brand differentiation.
The ten-point plan also includes an improved platform strategy and a more competitive technology profile. Blume mentioned advancing the “in China for China” strategy with local Chinese partners and a growth plan for the USA, including the relaunch of the Scout brand with electric models featuring a unique design for the North American market.
Blume, who is also CEO of Porsche, discussed the refined portfolio plan for the company’s CARIAD software division and the ramp-up of its battery production division PowerCo. He also mentioned the recent decision to establish a new battery gigafactory in Canada and the introduction of an integrated mobility platform under Moia.
Michael Mauer, head of the Volkswagen Group’s design operations and design boss at Porsche, spoke about the renewed focus on design. He emphasized the importance of direct exchange between the design bosses at each brand and their respective CEOs. This collaboration ensures a comprehensive implementation of design principles for a consistent brand experience across corporate presence, products, and digital offerings.
Design plays a crucial role in translating a brand’s core values and creating a connection with customers. By working closely with their CEOs, the design bosses can ensure that design principles are integrated into every aspect of the brand experience. The ultimate focus remains on the customer and the product.
The Volkswagen Group’s commitment to design reflects its dedication to providing unique and differentiated products across its diverse portfolio of brands. By sharpening design identities and embracing electric technology, the company aims to create iconic models that capture the essence of each brand.
As the automotive industry undergoes a significant transformation, design will play a vital role in shaping the future of the Volkswagen Group. With a design-driven approach, the company aims to deliver exceptional products that not only meet the demands of the electric era but also resonate with customers on an emotional level.
In conclusion, Oliver Blume’s address at the Munich motor show highlighted the Volkswagen Group’s commitment to design as a key pillar in its future operations. By focusing on design quality and brand differentiation, the company aims to create distinctive products that captivate customers. With a refined portfolio plan, improved platform strategy, and a strong emphasis on collaboration between design bosses and CEOs, the Volkswagen Group is poised to navigate the transition to electric-powered models successfully. As design takes center stage, the company is well-positioned to deliver innovative and iconic vehicles that shape the future of mobility.