Interviewbuch 2012 englisch Seite 12

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Luca de Meo   VW 13 automotiveIT 2012 Mr de Meo the industry seems wor ried that the younger generation places little or no value on the automobile Do you share this view No We examined the attitudes of 18 to 25 year olds in a global study with MTV and found that 50 percent of them indeed indicate that they don t always need a car in the city but more than 70 percent defini tely want to buy one in the future How can you influence this It is crucial to make mobility affordable for young customers and offer attractive models that allow individuality and con nections with consumer electronics such as smartphones Then you have access to your social network even in your car What levers must an automaker such as Volkswagen pull to anchor its brand clearly in the public s perception It takes a clear concept The Volkswa gen brand has developed a brand value management consisting of five building blocks They include clear brand goals transparency of performance brand stra tegy and guidelines unified marketing planning and active management of brand performance Can you explain that a bit more It takes a clear promise of performance and strong emotional appeal to position the brand successfully in the public s percep tion We have defined this promise of per formance for our customers innovative responsible high value Is your promise of performance the same worldwide or are there cultural differences that have to be taken into consideration We implement our promise globally while considering the cultural differences in all our markets This comes under our brand goals It requires transparency across our brand image worldwide to achieve our brand goals We must receive regular in formation on how our promise of perfor mance is perceived globally and how our brand profile is evaluated emotionally