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Expandingcurrentproduct/serviceportfolioReadthereportIt’sthemostoptimalstrategyforVolkswagenPhaetontoexpandcurrentproductandserviceportfoliofromthefollowingperspectives.ExpandingcurrentproductRead23Content14PotentialChallengesOptimalStrategyPhaetonProfileChinaLuxuryCarMarket23Content14PotentialOptimalPChinawillbecometheworld’slargestpremiumcarmarketMaindistributionprovinceofluxurybrandDivisionsofChineseluxurycarusersContent1ChinaLuxuryCarMarketDistributionofbrandattentioninluxurycarmarketKeybuyingfactors–whattrulymatters?Chinawillbecometheworld’s4/21NumberofurbanhouseholdsbyannualdisposableincomebracketMillionhouseholdsSOURCE:McKinseyInsightsChina–Macroeconomicmodelupdate(2012);CanbackDangelChinaLuxuryCarMarket1Chinawillbecometheworld’slargestpremiumcarmarketGlobalpremiumcarsalesranking,thousandunitsPerhaps

as

early

as

2016,

China

will

overtake

the

United

States

as

the

world’s

largest

market

for

premium

cars.By2020,therewillbe23millionaffluenturbanhouseholdsinChina–7%ofthepopulationandroughlyequaltothetotalnumberofhouseholdsinGreatBritaintoday.4/21Numberofurbanhouseholds海南黑龙江吉林辽宁河北山东福建江西安徽湖北湖南广东广西上海河南山西内蒙古陕西宁夏甘肃青海四川贵州云南西藏新疆江苏浙江北京台湾(Salesproportionofnationwide)5/21SOURCE:McKinseyInsightsChina–Macroeconomicmodelupdate(2012);CanbackDangelChinaLuxuryCarMarket1Beijing,Shanghai,ZhejiangOver10%:Guangdong,Jiangsu,SichuanInnerMongolia,Shandong,Hebei,Liaoning,Fujian.5%-10%:2%-5%Maindistributionprovinceofluxurybrand海南黑龙江吉林辽宁河北山东福建江西安徽湖北湖南广东广西上海河6/213MainlyMale(30-39).Attentiononorginandproperty.Highpercentageofwomen(25-35).Careaboutluxuriousfigureandcostperformancemost.Successfulbusinessownersorseniorexecutive(35-45).Attentiononsocialidentityandcomfort.MainlyMale(30-39).Willingtotrytheadvancedfeaturesandtechnology.30-39.Emphasisonrepresentingpersonalidentityandimage.ChineseluxurycarusersaredividedintofivegroupsSOURCE:DAXUEConsulting2013LuxuryCarMarketResearchofChinaChinaLuxuryCarMarket6/213MainlyMale(30-39).Highp3ChinaLuxuryCarMarket7/21SOURCE:DAXUEConsulting2013LuxuryCarMarketResearchofChinaMultinationalsdominateChina’spremiumcarmarket,withGermanautomakers(e.g.Audi,BMW,Mercedes,andtheVolkswagenGrouppremiumcars)accountingfor80percentofmarketshare;otherEuropean,Japanese,andUSbrandsmakeuptheremainder.However,competitionisheatingup,puttingpressureonprofitmargins.Distributionofbrandattentioninluxurycarmarket(May,2013)3ChinaLuxuryCarMarket7/21S3ChinaLuxuryCarMarket8/21SOURCE:McKinseyInsightsChina–Macroeconomicmodelupdate(2012);CanbackDangel3ChinaLuxuryCarMarket8/21SOriginofPhaetonDevelopmentofPhaetonSalesofPhaetonanditsmaincompetitorsContent2OptimalstrategyOriginofPhaetonDevelopmento10/21TheVolkswagenPhaeton,launchedin2002,isafull-sizeluxurysedanmanufacturedbyGermanautomakerVolkswagen,describedbyVolkswagenastheir"premiumclass"vehicle,aspiratingtocompeteonthelevelofitspremiumGermancounterpartsintheluxurymarketlikesoftheMercedes-BenzS-class,theBMW7-series,anditsVWGroupsiblings,theAudiA8andBentleyGTCoupe.3PhaetonprofileOriginThewholemanufacturingprocedurefocusonsedan’squality.Itisthedevotiontodetailthatmakesaworkofartandmasterpiece.Inthetransparentfactory,wherePhaetonsareassembled,passion,craftsmanshipandprecisionarechanneledintomotorcars.BuyerswillhaveanunforgettableexperienceenjoyingthehandcraftinginteriorandluxurydesignderivedfromGerman.10/21TheVolkswagenPhaeton,lTheVolkswagenPhaetonwasatechnologicalmarvelwithtopconfigurationswhenitwasexportedtotheUnitedStates.Salesfellshortofexpectations.ThesalesinAmericasawashortincrease,butplungedtoonly235in2006.Sothat,attheendofthe2006,PhaetonwaspulledfromtheUnitedStates.

3PhaetonprofileDevelopmentSource:Annual

Report

of

Volkswagen11/21IncontrasttohowthePhaetonperformedintheU.S.,thesedancapturedtheattentionofbuyersinforeignmarkets,particularlyAsia,withmuchsuccesscominginSouthKorea.Inrecentyears,KoreahasbeensurpassedbyChinaasthePhaeton’sbiggestsalesmarketoutsideofGermany.TheVolkswagenPhaetonwasat3PhaetonprofileHighdemandfortheVolkswagenPhaetoninChinahasgivennewoptimismforitssuccessor.In2009,ChinesedeliveriesofthePhaetonworldwideroseto40%.Volkswagensuccessfullyincreasedthatfigureto3741vehiclesin2010,a158%gain,makingChinathebiggestmarketforPhaeton.In2012,thenumberofdeliveriesinChinais10000.Withexcellentperformanceintheserialyears,ChinaisnowthechiefmarketforPhaeton.ThenewPhaetonwaspresentedin2010BeijingInternationalAutomotiveExhibition.AndselectingChinaasthevenueforthelaunchofthenewPhaetonprovesVW'scommitmenttothisvastmarket.Phaetonisstillfarbehindfromitscompetitorsinsales,althoughithasoutstandingmarketperformanceinChina.12/213PhaetonprofileHighdemandfo3OptimalStrategyEnrichChina-specificproductportfolioPersonalizedservicesinPhaetonCustomizationCenterPhaetonExclusiveLoungeinthemostunderstatedwayContent3OptimalEnrichChina-specificsmallerenginesOptimalStrategy314/21offerChina-specificcarmodelsatappropriateprices--considerablylessthantheMercedes-BenzS-ClassandBMW7Series--loweringtheentrancelevelofpremiumcarstoembrace“newmainstream”consumers.Tofollowthetrendofstrictercontrolonfuelefficiencyandstrongerawarenessofenvironmentalprotection.Forexample,VWPhaetoncouldditchthethirstyV-8andW-12enginesusedpreviously,andusearangeofturbocharged4-cylinderandV-6engines,coupletoan8-speedautomatictransmissionforproduction.Aplug-inhybridmodelcouldalsojointherangeatsomepoint.EnrichChina-specificproductportfoliowith...Theoldergenerationofpremiumcarownerspurchasedvehiclesmainlytoreflecttheirsocialstatus,buttheincreasinglysophisticatednewgenerationofbuyersisexpressingtheiryouthfulvigorforbuyingpremiumautos.Forexample,theslab-sidedandforgettable3-boxshapeoftheoriginalPhaetonmaygivewaytofendercurves,alongandflowingroofline,andsteeplyrakedrearglass.forVolkswagenPhaetontoexpandingcurrentproductandserviceportfoliofromthefollowingperspectives.1moreattractivedesign2014casecompetitionweareacumenfromSJTUsmallerenginesOptimalStrategOptimalStrategy315/21personalizedservicesinPhaetonCustomizationCenter...forVolkswagenPhaetontoexpandingcurrentproductandserviceportfoliofromthefollowingperspectives.2thephasingofindividualassemblyproceduresmakesproductionsectorintostagessuchasenginefittingandwindowfitting.Itisonthesestagesthatthevehiclestobeassembledareplacedbylifterswhichfeaturealargeselectionofsettingoptions.customerscanchoosefromavarietyofdifferentconfigurations,providingthemthemostappropriateproductaccordingtotheirpersonalitiesanddemands,whichwillbeafirst-moveradvantageforVWPhaetonintheupscalesegment.BecauseVWPhaetonwillbethefirstonewhointroducescustomizedservicesintotheproductionofcarsmillionsvalued,whileitisonlyadoptedincarswithtensmillionpricenow.2014casecompetitionweareacumenfromSJTUOptimalStrategy315/21personalOptimalStrategy316/21PhaetonExclusiveLounge-approaching,caringfor,respectingcustomersforVolkswagenPhaetontoexpandingcurrentproductandserviceportfoliofromthefollowingperspectives.3Buildsthe”premiumpersonality”orbrandDNA,reflectstheowner’ssenseofindividualityandemotionalneedsandgetswininthebattleforpremiumcarmarketshare.ProvidesthePhaetonownersaprivateclubtolingerontheoverallpremiumambiance,soakintheverypersonalizedloungeatmosphere,savorthedetailsunder-scoringthebuildquality,feelthepulseofinnovation,andimmersethemselvesinaworldofexclusivity.Encouragescustomerstobringtheirentireentouragetotheloungeandtheywillbetreatedtoauniqueexperienceofone-on-oneservice,whileconsumersinlower-tiercitiesseeksocialacceptance.2014casecompetitionweareacumenfromSJTUOptimalStrategy316/21PhaetonRivalrycompetitionCustomers’choicesandinfluenceofthebrandimageContent4PotentialChallengesOrdinaryandconservativedesignofitsappearancefailstoattractitstargetgroupRivalrycompetitionCustomers’PotentialChallenges418/21ofexpandingtheproductandserviceportfolio:Facesintensecompetitionwithcarmanufacturerstargetingelitecustomersegmentshencelimitedmarketshare.TheCustomizedService，whichVolkswagenPhaetonisfeaturinginChinamarket,Nowadays,isbeingattachedimportancetobyotherGermanprestigemarketleaders,Mercedes-BenzandBMW.2014casecompetitionweareacumenfromSJTU1RivalrycompetitionPotentialChallenges418/21ofePotentialChallenges419/21ofexpandingtheproductandserviceportfolio:Volkswagenunderestimatedtheweaknessoftheirbrandintheluxurysegment.Realityoftheluxurycarmarketisthefactthatluxurycarcustomersarequiteaconservativebunchandtheyareusuallythelasttoembracenewbrands.Furthermore,itwasdifficultforcustomerstotransfertheirbeliefsaboutVolkswagencarstothePhaetonastheluxuryPhaetonnotseemedtobeaproperVolkswagencar.2Customers’choicesandinfluenceofthebrandimage:2014casecompetitionweareacumenfromSJTUPotentialChallenges419/21ofePotentialChallenges420/212014casecompetitionweareacumenfromSJTUofexpandingtheproductandserviceportfolio:Ordinaryandconservativedesignofitsappearancefailstoattractitstargetgroup:3Phaeton’stargetgroupisYoungexecutives.VWreleasedPhaetontoexpresstheideaofusingtheconservativeappearancetoattractthosewhoworkedhardtoearnwealthandwantedaluxurycarthatwouldbefunctional,nottooflashyandthatrepresentedvalueforthemoney.However,themarketreflectionsshowedthatyoungexecutivesandbusinessmendidn’tshowmuchappreciationforthisidea.Therefore,thisdesignstyleneedstransformation.PotentialChallenges420/212014ContentTHANKSWeareACUMENfromSJTUChengYuWuHongPanQianqianGengZhengContentTHANKSWeareACUMENfroCustomizationCustomizationBackground成功之处背景背景成功之处BBackground成功之处背景背景成功之处BBackgroundBBackgroundB背景成功之处背景背景背景成功之处背景背景Expandingcurrentproduct/serviceportfolioReadthereportIt’sthemostoptimalstrategyforVolkswagenPhaetontoexpandcurrentproductandserviceportfoliofromthefollowingperspectives.ExpandingcurrentproductRead23Content14PotentialChallengesOptimalStrategyPhaetonProfileChinaLuxuryCarMarket23Content14PotentialOptimalPChinawillbecometheworld’slargestpremiumcarmarketMaindistributionprovinceofluxurybrandDivisionsofChineseluxurycarusersContent1ChinaLuxuryCarMarketDistributionofbrandattentioninluxurycarmarketKeybuyingfactors–whattrulymatters?Chinawillbecometheworld’s29/21NumberofurbanhouseholdsbyannualdisposableincomebracketMillionhouseholdsSOURCE:McKinseyInsightsChina–Macroeconomicmodelupdate(2012);CanbackDangelChinaLuxuryCarMarket1Chinawillbecometheworld’slargestpremiumcarmarketGlobalpremiumcarsalesranking,thousandunitsPerhaps

as

early

as

2016,

China

will

overtake

the

United

States

as

the

world’s

largest

market

for

premium

cars.By2020,therewillbe23millionaffluenturbanhouseholdsinChina–7%ofthepopulationandroughlyequaltothetotalnumberofhouseholdsinGreatBritaintoday.4/21Numberofurbanhouseholds海南黑龙江吉林辽宁河北山东福建江西安徽湖北湖南广东广西上海河南山西内蒙古陕西宁夏甘肃青海四川贵州云南西藏新疆江苏浙江北京台湾(Salesproportionofnationwide)30/21SOURCE:McKinseyInsightsChina–Macroeconomicmodelupdate(2012);CanbackDangelChinaLuxuryCarMarket1Beijing,Shanghai,ZhejiangOver10%:Guangdong,Jiangsu,SichuanInnerMongolia,Shandong,Hebei,Liaoning,Fujian.5%-10%:2%-5%Maindistributionprovinceofluxurybrand海南黑龙江吉林辽宁河北山东福建江西安徽湖北湖南广东广西上海河31/213MainlyMale(30-39).Attentiononorginandproperty.Highpercentageofwomen(25-35).Careaboutluxuriousfigureandcostperformancemost.Successfulbusinessownersorseniorexecutive(35-45).Attentiononsocialidentityandcomfort.MainlyMale(30-39).Willingtotrytheadvancedfeaturesandtechnology.30-39.Emphasisonrepresentingpersonalidentityandimage.ChineseluxurycarusersaredividedintofivegroupsSOURCE:DAXUEConsulting2013LuxuryCarMarketResearchofChinaChinaLuxuryCarMarket6/213MainlyMale(30-39).Highp3ChinaLuxuryCarMarket32/21SOURCE:DAXUEConsulting2013LuxuryCarMarketResearchofChinaMultinationalsdominateChina’spremiumcarmarket,withGermanautomakers(e.g.Audi,BMW,Mercedes,andtheVolkswagenGrouppremiumcars)accountingfor80percentofmarketshare;otherEuropean,Japanese,andUSbrandsmakeuptheremainder.However,competitionisheatingup,puttingpressureonprofitmargins.Distributionofbrandattentioninluxurycarmarket(May,2013)3ChinaLuxuryCarMarket7/21S3ChinaLuxuryCarMarket8/21SOURCE:McKinseyInsightsChina–Macroeconomicmodelupdate(2012);CanbackDangel3ChinaLuxuryCarMarket8/21SOriginofPhaetonDevelopmentofPhaetonSalesofPhaetonanditsmaincompetitorsContent2OptimalstrategyOriginofPhaetonDevelopmento10/21TheVolkswagenPhaeton,launchedin2002,isafull-sizeluxurysedanmanufacturedbyGermanautomakerVolkswagen,describedbyVolkswagenastheir"premiumclass"vehicle,aspiratingtocompeteonthelevelofitspremiumGermancounterpartsintheluxurymarketlikesoftheMercedes-BenzS-class,theBMW7-series,anditsVWGroupsiblings,theAudiA8andBentleyGTCoupe.3PhaetonprofileOriginThewholemanufacturingprocedurefocusonsedan’squality.Itisthedevotiontodetailthatmakesaworkofartandmasterpiece.Inthetransparentfactory,wherePhaetonsareassembled,passion,craftsmanshipandprecisionarechanneledintomotorcars.BuyerswillhaveanunforgettableexperienceenjoyingthehandcraftinginteriorandluxurydesignderivedfromGerman.10/21TheVolkswagenPhaeton,lTheVolkswagenPhaetonwasatechnologicalmarvelwithtopconfigurationswhenitwasexportedtotheUnitedStates.Salesfellshortofexpectations.ThesalesinAmericasawashortincrease,butplungedtoonly235in2006.Sothat,attheendofthe2006,PhaetonwaspulledfromtheUnitedStates.

3PhaetonprofileDevelopmentSource:Annual

Report

of

Volkswagen11/21IncontrasttohowthePhaetonperformedintheU.S.,thesedancapturedtheattentionofbuyersinforeignmarkets,particularlyAsia,withmuchsuccesscominginSouthKorea.Inrecentyears,KoreahasbeensurpassedbyChinaasthePhaeton’sbiggestsalesmarketoutsideofGermany.TheVolkswagenPhaetonwasat3PhaetonprofileHighdemandfortheVolkswagenPhaetoninChinahasgivennewoptimismforitssuccessor.In2009,ChinesedeliveriesofthePhaetonworldwideroseto40%.Volkswagensuccessfullyincreasedthatfigureto3741vehiclesin2010,a158%gain,makingChinathebiggestmarketforPhaeton.In2012,thenumberofdeliveriesinChinais10000.Withexcellentperformanceintheserialyears,ChinaisnowthechiefmarketforPhaeton.ThenewPhaetonwaspresentedin2010BeijingInternationalAutomotiveExhibition.AndselectingChinaasthevenueforthelaunchofthenewPhaetonprovesVW'scommitmenttothisvastmarket.Phaetonisstillfarbehindfromitscompetitorsinsales,althoughithasoutstandingmarketperformanceinChina.37/213PhaetonprofileHighdemandfo3OptimalStrategyEnrichChina-specificproductportfolioPersonalizedservicesinPhaetonCustomizationCenterPhaetonExclusiveLoungeinthemostunderstatedwayContent3OptimalEnrichChina-specificsmallerenginesOptimalStrategy339/21offerChina-specificcarmodelsatappropriateprices--considerablylessthantheMercedes-BenzS-ClassandBMW7Series--loweringtheentrancelevelofpremiumcarstoembrace“newmainstream”consumers.Tofollowthetrendofstrictercontrolonfuelefficiencyandstrongerawarenessofenvironmentalprotection.Forexample,VWPhaetoncouldditchthethirstyV-8andW-12enginesusedpreviously,andusearangeofturbocharged4-cylinderandV-6engines,coupletoan8-speedautomatictransmissionforproduction.Aplug-inhybridmodelcouldalsojointherangeatsomepoint.EnrichChina-specificproductportfoliowith...Theoldergenerationofpremiumcarownerspurchasedvehiclesmainlytoreflecttheirsocialstatus,buttheincreasinglysophisticatednewgenerationofbuyersisexpressingtheiryouthfulvigorforbuyingpremiumautos.Forexample,theslab-sidedandforgettable3-boxshapeoftheoriginalPhaetonmaygivewaytofendercurves,alongandflowingroofline,andsteeplyrakedrearglass.forVolkswagenPhaetontoexpandingcurrentproductandserviceportfoliofromthefollowingperspectives.1moreattractivedesign2014casecompetitionweareacumenfromSJTUsmallerenginesOptimalStrategOptimalStrategy340/21personalizedservicesinPhaetonCustomizationCenter...forVolkswagenPhaetontoexpandingcurrentproductandserviceportfoliofromthefollowingperspectives.2thephasingofindividualassemblyproceduresmakesproductionsectorintostagessuchasenginefittingandwindowfitting.Itisonthesestagesthatthevehiclestobeassembledareplacedbylifterswhichfeaturealargeselectionofsettingoptions.customerscanchoosefromavarietyofdifferentconfigurations,providingthemthemostappropriateproductaccordingtotheirpersonalitiesanddemands,whichwillbeafirst-moveradvantageforVWPhaetonintheupscalesegment.BecauseVWPhaetonwillbethefirstonewhointroducescustomizedservicesintotheproductionofcarsmillionsvalued,whileitisonlyadoptedincarswithtensmillionpricenow.2014casecompetitionweareacumenfromSJTUOptimalStrategy315/21personalOptimalStrategy341/21PhaetonExclusiveLounge-approaching,caringfor,respectingcustomersforVolkswagenPhaetontoexpandingcurrentproductandserviceportfoliofromthefollowingperspectives.3Buildsthe”premiumpersonality”orbrandDNA,reflectstheowner’ssenseofindividualityandemotionalneedsandgetswininthebattleforpremiumcarmarketshare.ProvidesthePhaetonownersaprivateclubtolingerontheoverallpremiumambiance,soakintheverypersonalizedloungeatmosphere,savorthedetailsunder-scoringthebuildquality,feelthepulseofinnovation,andimmersethemselvesinaworldofexclusivity.Encouragescustomerstobringtheirentireentouragetotheloungeandtheywillbetreatedtoauniqueexperienceofone-on-oneservice,whileconsumersinlower-tiercitiesseeksocialacceptance.2014casecompetitionweareacumenfromSJTUOptimalStrategy316/21PhaetonRivalrycompetitionCustomers’choicesandinfluenceofthebra