Car dealerships play a crucial role in the current vehicle sales landscape and will continue to do so in the future. That is why we are eager to have our dealers join us on our journey forward, ignite enthusiasm for our brand, and tackle upcoming challenges together,” stated Imelda Labbé, a member of Volkswagen’s Brand Board of Management overseeing Marketing, Sales, and After Sales.
At the heart of the Brand Experience is an emotionally engaging presentation. Labbé, alongside Volkswagen CEO Thomas Schäfer, Kai Grünitz (responsible for Technical Development), and Andreas Mindt (Head of Volkswagen Design), are presenting the visiting dealers with the brand’s future strategy, showcasing exciting new products, and innovative digital services in the pipeline. Thomas Schäfer emphasized, “We are reestablishing Volkswagen as a beloved brand. Our dealers will be instrumental in making this happen, as they are the ones who directly interact with our customers.”
During their visit to Hamburg, the dealers are also getting insights into the company’s plan: Europe will exclusively produce electric vehicles by 2033 and introduce ten new e-models by 2026. The electrification of other regions across the globe is on the horizon as well.
Following the presentation, dealership representatives can engage in discussions with the brand’s management team and technical experts. This interactive session allows them to ask questions and contribute their ideas for shaping the future. Labbé described the event as a platform to “collaboratively explore the evolving perspectives of dealerships. After all, navigating the transformation of the traditional car industry requires the partnership of our dealers.”
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The dealers have shown great excitement for the event since its inception. Attendees have traveled from various locations such as China, South America, and India. Two main highlights of the event have received overwhelmingly positive feedback: the integration of digitalization in future vehicles and the enhancement of marketing strategies. Labbé emphasized, “Our dealers serve as the bridge to our customers. That’s why their input holds immense value for us.”