Europe-Shmeurope: Volkswagen Brushes Off Mediterranean Malaise, Delivers Record First Quarter

Bertel Schmitt
by Bertel Schmitt

How do you produce record gains while your home market goes to hell in a hand basket? Volkswagen has the answer: You try to keep the lid on the hand basket and sell like hell elsewhere. The Volkswagen Group delivered 2.16 million vehicles globally in the first quarter of 2012, up 9.6 percent from the same period in 2011.This was the first time that the two million mark was crossed in the first quarter of a year. Record deliveries were also recorded for the month of March: 862,700 units, up 12.5 percent from 767,100 in March 2011.

The table tells the story better than words:

Volkswagen GroupQ1 2012Q1 2011ChangeEurope937,000908,3003.2%W Europe (ex Ger)507,100531,900-4.7%Germany282,400267,3005.6%C&E Europe147,400109,10035.1%Asia / Pacific726,100621,80016.8%China633,900548,50015.6%India34,10028,10021.4%North America179,100143,90024.5%U.S.A.124,40092,80034.1%South America229,400220,9003.8%

Despite a tanking market, the Volkswagen group could eke out a small gain in Europe based on a solid showing in Germany and big gains in Central and Eastern Europe. Sales in China did beat the market and are now more than double the sales in Germany.

Brand-wise, all divisions are strong, except for SEAT. which has maximum exposure to the malaise in Southern Europe. Suddenly, SEAT’s overall weakness is beneficial: Where one does not have much, one cannot lose much.

Volkswagen BrandsQ1 2012Q1 2011ChangeVolkswagen Passenger1,360,0001,230,00010.6%Audi346,100312,50010.8%ŠKODA242,700217,10011.8%SEAT80,10090,700-11.7%Volkswagen Commercial130,700121,2007.8%Volkswagen Group2,160,0001,970,0009.6%

Overall, Volkswagen’s stars are very well aligned. If Volkswagen maintains this kind of performance, it could reach the 9 million mark this year.

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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