#Strategie2018

“The coming months will be anything but easy,” Volkswagen CEO Martin Winterkorn told Reuters today at VW’s annual shareholders’ meeting. Nevertheless, he still plans to rule the world.

A few months ago, Volkswagen’s 2018 goal of world domination was in gripping distance. In a record run, and helped by tsunamis and floods, Volkswagen had finished 2011 as world’s second largest automaker after GM and before Toyota. Overtaking GM was seen as a matter of short time. Six months later, the advantage is slipping away. A visibly rattled Volkswagen now musters all energy to stay in the race.

Despite still not having been amalgamated into the sprawling Volkswagen empire (blame the lawyers,) Porsche wants to do its share for Volkswagen’s all-out assault to the top. According to Strategie 2018, sorry, make that according to “Mach 18,” the Volkswagen empire wants to be on top in all respects before the decade ends. A small sports car company with barely 100,000 units won’t bring much volume, but they will try as much as they can. “Porsche aims to double its annual U.S. sales within seven years by dramatically expanding its product lineup — while maintaining its U.S. dealer body at almost the same size,” Automotive News Europe [sub] reports.

Porsche won’t even shy away from the unthinkable – like bringing diesels to America.

In an interview with Germany’s Handelsblatt, Volkswagen’s CEO Martin Winterkorn said:

„No question, 2012 will be come much tougher, particularly in Europe, and there especially in highly indebted countries like Italy or Spain.The market will shrink in 2012, and we will suffer from that. We expect the European market to get smaller next year. Also the developments in other areas of the world need to be monitored closely.”

On December 15, Winterkorn will prepare the Volkswagen management for the tough times. At a conference in Dresden, there will be “intensive discussions.” This according to an invitation Automobilwoche [sub] could get its hands on.

In Volkswagen-typical hyperbola, the „Strategie 2018“ has been renamed to „Mach 18“. It’s up to you whether you think this means 18 times the speed of light, or (read in German) „do it in 2018.“

Afterburners may be needed, because for the first time, Winterkorn is worried that he might fail:

Volkswagen extended Martin Winterkorn’s CEO contract for another five years, not that anyone doubted that they would do it. The now 63 year old Winterkorn has job security through 2016. In 2016, he’ll be 68, and if Volkswagen hasn’t caught up with Toyota by then, that will be the perfect time to go into retirement. After all, surpassing Toyota is scheduled for 2018. Or maybe not …

Herr Winterkorn is not backing off from the ambitious Strategie 2018. In eight years, Volkswagen wants to be the king of the hill, in all disciplines from making the most cars on earth to making the most money, from having the most satisfied customers to having the most brilliant ideas. Haughty hubris, you say? Winterkorn disagrees with you. “We are well-positioned to achieve the goals laid down in our Strategy 2018”, said Winterkorn as he presented the nine month interim report of Volkswagen today.