VW's Jacoby: We're On A Roll!
When VW declared that they wanted to triple their sales in America to 1 million units, many thought VW had drunk too much brake fluid. Well, it seems that the Wolfsburg Warriors’ plans of world domination (don’t worry, I’m not going to invoke “Godwin’s Law”) may be coming to fruition. Sometime.
USA Today has the good news that Volkswagen is on a roll in America. Or make that Stefan Jacoby is. The CEO of Volkswagen of America gave a speech at this year’s NADA convention in Orlando. Rarely did a CEO heap so much praise upon himself. Jacoby said that when he came to power at Volkswagen America, VW was 30th out of 36th in overall satisfaction. The following year, VW had shot up to 15th. Now VW ranks 7th. VW also made strides in JD Power Initial Quality and 4 of their models were top safety picks from the Insurance Institute for Highway Safety.
Couple this with the opening of their Chattanooga, Tennessee factory, and suddenly, VW’s plans for tripling their American sales enter the realm of the possible – by 2018.
There are people in his ranks who do not share Jacoby’s optimism. Part of Jacoby’s tripling sales plan is Audi. According to strategy, Audi is supposed to sell 200,000 vehicles in the United States, again by 2018. However, “the luxury brand’s North American chief isn’t completely on board with that target,” reports Automotive News [sub] from Orlando. Audi of America President Johan de Nysschen says profitable growth is more important than hitting an arbitrary sales number eight years out. “I’m not married to 200,000 cars,” de Nysschen told Automotive News at the sidelines of NADA. “Everybody talks about my business except the guy who runs it.”
“We are not going to chase volume for the sake of volume,” de Nysschen said. “We will only grow if it puts an extra dollar in the bank. Otherwise it is no good.” There is a man who sounds like he wants Jacoby’s job.
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