Volkswagen unveils new 'People First' strategy

On the eve of Guangzhou Auto Show, Volkswagen Group outlined its most people-oriented strategy for its future in China.

At Volkswagen Group China Media Night on Wednesday, executives and employees from all Volkswagen Group brands, joint-venture partners Shanghai Volkswagen and FAW-Volkswagen, and dealers came together to highlight the Group's recent models, technologies, achievements and strategies.

A key focus of the event was Volkswagen's new China strategy termed Ren Wei Ben - People First - that renews the Group's focus on innovatively and responsibly serving people at every stage of the Group's work.

"Our China strategy is based on three strong pillars: customers, employees and society," said Jochem Heizmann, president and CEO of Volkswagen China.

"First, to achieve the highest levels of customer satisfaction, Volkswagen will provide the most innovative products and most responsible services to customers," he said.

"Second, the high quality of all Volkswagen products and services must always begin with providing excellent training and care for our employees, who make Volkswagen's vision a reality.

"Third, as the most responsible partner of China's auto industry for 30 years, Volkswagen will innovate solutions and carry out corporate responsibility programs for the benefit of the Chinese people and the society. Volkswagen has always been the 'car of the people', and this strategy will make it the most people-oriented car company as well."

With 30 years of experience, Volkswagen is the automaker most closely associated with the Chinese market. Since the first Volkswagen Santana model was assembled in Shanghai in 1983, it is said that "Volkswagen put China on wheels".

Throughout the three decades, Volkswagen has grown alongside the Chinese market and society. Moving forward, the Group's strategy aims to strengthen those bonds by putting people at the heart of its decision making and operations, even above sales numbers.

18 million VWs

One of the key goals of the Group's new China strategy is to achieve the highest customer satisfaction in the China market. During the last 30 years, 18 million Chinese have selected Volkswagen cars.

"To be a truly people-oriented car maker, Volkswagen must deliver the most innovative products and people-focused services tailored to the unique tastes and demands of Chinese customers," said Heizmann.

To meet the high expectations of its customers in China, Volkswagen and its joint ventures - Shanghai Volkswagen and FAW-Volkswagen - aim to further tailor technologies, products and services to the China market.

Efforts will include development of more locally produced models. By 2018, Volkswagen will nearly double its range of locally manufactured models in China to more than 35.

To reach the target, it has been raising the level of R&D competence a top priority. The Group's investment in localization has helped drive the development of China's auto industry since the 1980s.

The Group's China strategy also emphasizes the development of new-energy vehicles along with other eco-friendly models and production methods as a key focus of its innovation.

Volkswagen has a long history of reductions in vehicle emissions and fuel consumption. Moreover, each new model by Volkswagen Group will be up to 20 percent or more fuel efficient than its predecessor.

At the Volkswagen Group China Media Night, the electric-up! and XL1 by the Volkswagen brand, as well as the Porsche Panamera S E-Hybrid and Audi A3 e-tron, were presented on stage, demonstrating the environmental innovations by Volkswagen in advanced, low-emissions transportation.

Volkswagen is planning to bring more than 15 new-energy models to the Chinese market by 2018, many of which will be locally manufactured, beginning in 2016.

In addition to the innovative eco-friendly models exhibited at the Guangzhou auto show, the Group has made green production a central focus of its development in China.

At all factories across China, Volkswagen plans to reduce energy consumption, waste output, solvent emissions, water consumption and CO2 emissions. Its "Think Blue. Factory" concept ensures sustainable production at all plants in China.

In the mid-term, Volkswagen aims to more than double its dealer personnel to 160,000 and increase the number of dealers from 2,000 to 3,000 across China.

To deliver innovative products and services tailored to the demands of the customers in China, Volkswagen Group is committed to building a highly professional team in China. It is educating more than 4,000 young Chinese people each year with its advanced Dual Education system and coaching more than 20,000 employees annually at 12 training academies.

Commitment to society

"Strong partnership and mutual understanding between Volkswagen and society is the only path to overcoming the challenges of the 21st century," said Heizmann. "Taking care of our environment and our children is at the center of Volkswagen 's commitment to society."

On Volkswagen Group China Media Night, Volkswagen China and its joint-venture partners launched the Child Safety Initiative, which will raise awareness for children's road safety in China.

As part of the initiative, the Group and its partners announced the donation of more than 5,000 child safety seats to families across China.

"Caring for our children means caring about the future," said Weiming Soh, executive vice-president of Volkswagen China. "Our joint efforts will make China's roads safer for our children and help create a more responsible automotive society for tomorrow."

With the China strategy, Volkswagen has pledged to responsibly serve customers, employees and society. The commitment was seen at Guangzhou Auto Show, with 34 models exhibited by the Group and its joint-venture partners.

Themed "Think Blue", the Volkswagen booth features several low-emission, eco-friendly models such as the new Golf, the XL1 plug-in hybrid and the e-up!.

Committed to serving its customers, employees, and society, Volkswagen is building on 30 years of pioneering partnership in China to deliver more innovative and responsible products and services for a sustainable automotive society in China and beyond.

"Volkswagen is driving to become a truly people-oriented car manufacturer," Heizmann said.

lifangfang@chinadaily.com.cn