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05 Volkswagen

Position: #05

Brand: Volkswagen
Brand value: 10'161 Mio. EUR
Brand value change compared to last year: +14%
Ranking change compared to last year: +/-

It is hard to find a global car brand that is as clear and consistent in its design and brand story. Volkswagen has made German engineering and reliable technology its hallmark. Its latest models, particularly the seventh generation Golf and the up!, remain true to the brand but benefit from minor changes that give them an edge. Maintaining its relevance and responsiveness, Volkswagen has persistently strengthened its "Think Blue" sustainability initiative. It recently won Germany's National Energy Globe Award for the initiative and for its commitment to making its global car plants more sustainable by 2018. As expected from last year's experience, China drove sales-growth for Volkswagen, contributing 36.3% of the net unit deliveries last year, whereas the automaker was not able to benefit from the strongest rise in automotive demand in the U.S. since 2006. Combining a wide variety of brands and companies with all their individual characteristics and focuses under one umbrella is a great challenge, especially as the Volkswagen Group is committed to adhering to their individual identities. This means it faces competition on several fronts, from established premium brands, design innovators, and VW's own subsidiaries, SEAT and Škoda. New brand leader positions and hires seem to be helping Volkswagen rise to these challenges by placing clear emphasis on the brand rather than the products. The brand is also innovating around E-mobility and self-driving cars. Volkswagen can certainly count itself among the brands that will be leading the global race to shape the future of "Das Auto."

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