Interviewbuch 2012 englisch Seite 15

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16 VW  Luca de Meo automotiveIT 2012 Automakers are experimenting with new media in sales and marketing In retail people are still relying on bouncy castles and cake in their sales approaches How do you plan to close these perceived gaps Retail is changing a great deal right now Dealers have been turning to digital tech nologies and new media whether by buil ding their own social media presence or employing digital devices in the showroom The iPad has proven to be a change accele rator here as well Sales staffs use it for the presentation of product videos perhaps showing an equipment variation requiring an explanation or vehicles that might not be on hand In the same way you can con duct sales discussions alongside the vehicle or even outside the showroom Or you can call up and deepen the configurations that the customer created online at home In China you set up The People s Car Project an innovative Web 2 0 project in 2011 What idea are you pursuing here And why have you decided on China as your pilot market It is precisely the large and dynamic mar kets where social media mechanisms of fer tremendous opportunities for a brand Luca de Meo Luca de Meo is a key player in Audi s battle with competitors BMW and Mercedes to be the world s leading premium brand Earlier as head of the Volkswagen Group s global marketing he was responsible for defining what the group and its products stood for Before joining VW in 2009 the Italian born auto executive headed the Fiat brand and was in charge of the Fiat Group s global marketing