Volkswagen Group recently presented its future plans for a stronger focus on design orientation. CEO Oliver Blume highlighted the importance of design in the company’s overall strategy, from corporate identity to products and digital offerings. The design departments will now have a closer connection to their respective brand CEOs.
The company hosted a pre-show event at the Eisbach Studios, attended by over 400 guests from international media, just two days before the official start of IAA 2023. The evening centered around the theme of design.
Oliver Blume emphasized the significance of good design in pleasing customers and creating differentiation between brands. He stated that Volkswagen Group is becoming a design-driven company.
In the past year, under the leadership of Oliver Blume, the Group has successfully implemented key initiatives such as a redesigned platform strategy, partnership with local entities in China, growth plan for the USA, the relaunch of the Scout brand in the American market, expansion of PowerCo and its gigafactory to Canada, rollout of an integrated mobility platform, stronger focus on sustainability, closer engagement with capital markets, and refined portfolio plan for CARIAD.
The Group has also implemented quality improvement programs and restructured its product strategy to position itself for sustainable success.
The Group’s CEO highlighted that customer satisfaction is a top priority, and strong brands with clear differentiation are essential for success. Volkswagen Group aims to become a design-driven company and create an emotional connection with its customers through the design of its models.
Michael Mauer, Head of Group Design and Head of Porsche Design, emphasized the strategic role of design in shaping brand identity, consistency, and innovation. He stated that design is an important differentiating factor between brands and helps communicate a brand’s unique character. In the multi-brand universe of Volkswagen Group, each brand needs its own strong personality.
While brand design was previously organizationally assigned to technical development, it will now gain overall corporate significance. The design heads of each brand will work even closer with their respective CEOs to ensure a holistic implementation of design principles and a coherent brand experience.
During the event, Volkswagen Group unveiled the Volkswagen ID. GTI Concept, a new electric vehicle that carries on the legacy of the iconic GTI. The company demonstrated how the design principles of the GTI have been adapted for the electric era, blending German engineering with cutting-edge technology.
CUPRA, a brand with no long tradition, presented the CUPRA DarkRebel, a showcar that challenges design norms with its striking lines and dynamic proportions. The design of the car was developed in collaboration with the CUPRA Tribe, incorporating feedback from more than 270,000 online configurations.
The Volkswagen Group’s design strategy focuses on the further development of established model series, technological lighthouse projects for electric vehicles, and iconic products. The Group aims to cover all customer segments and sustainably expand its competitive edge through higher design quality and stronger differentiation between brands.
For those interested, the Volkswagen Group Night was broadcasted live online on September 3.
Source: Volkswagen Group