Sander (left) and Schäfer will be in Düsseldorf to welcome the dealers and their representatives.
WOLFSBURG: Volkswagen has been facing turbulent times in recent years, having to grapple with a mix of technological setbacks, market pressure, leadership struggles and cost-cutting measures.And all these challenges are also hurting its dealers worldwide. Many are dealing with lower margins, uncertain model launches and shifting business models.
In Malaysia itself, the intention to bring in the VW ID.4 never materialised following a 2022 preview of the model.
In an attempt to shore up dealer confidence and reconnect with them, Volkswagen has come up with the idea to bring 11,000 of them to its “Brand Experience 2025” in Düsseldorf until the end of March.
The group are arriving from 86 countries as Volkswagen seeks to convince them it is set for a turnaround.
The German automaker will unveil more than 10 new models over the next three years, including highly efficient internal combustion engines, innovative hybrids, and state-of-the-art all-electric vehicles.
Board Member Martin Sander stressed that three elements underpin Volkswagen’s strength: reliable, convincing products, an emotionally engaging brand, and a steadfast dealership network.
“Volkswagen is back on track,” he said, underscoring the pivotal role dealers play in connecting with customers both in showrooms and digitally.
Company leaders including CEO Thomas Schäfer, technical development head Kai Grünitz, and design chief Andreas Mindt would present the brand’s realignment, refined design language, and holistic sales strategy.
According to a Volkswagen statement, attendees would get access to insights, test drives of new vehicles like the T-Roc and Tayron, and expert-led workshops on design and retail innovation.
“We can only achieve our ambitious goals as a manufacturer together with the dealers,” said Sander. “This requires a high level of trust and mutual support."
