Volkswagen India: Scripting a New Story for the Passenger Car Market

Abstract

Volkswagen, a globally renowned car manufacturer entered India with a large variety of cars. Although it has been a phenomenal success in many other countries, its Indian experience did not turn out to be so successful. Volkswagen is thus contemplating a revamp of its strategy. It is planning to offer newer models that cater to the Indian buyers’ tastes rather than bringing cars from foreign markets directly into India. It is also planning to spend more in terms of research and development to understand the India market better. Should it move to the budget car segment or continue to promote themselves as a key player in the premium segment? Volkswagen needs to judge the situation well and take the right decision in order to become a market leader for automobiles in the Indian passenger car market.