Global orientation under single brand with clear customer promise
Used cars you can trust. Guaranteed.” The Volkswagen brand is reorganizing its used car business under this motto. Kick-off will be in Germany on June 1, 2010, followed shortly after by Russia, Italy, France, the UK, and the USA, with further countries lined up for later. “‘Das WeltAuto.’ is not simply a new name. Our mission is to deliver the performance and quality our customers expect from Volkswagen for our used cars as well. Going forward, there will be clear standards and a comprehensive customer promise at attractive prices for every used car under the ‘Das WeltAuto.’ brand. And that will apply worldwide,” Christian Klingler, Member of the Board of Management of Volkswagen AG responsible for Sales, commented.
With the new ‘Das WeltAuto.’ brand, Volkswagen is creating a common platform for all markets, thereby professionalizing its used car business on a sustainable basis. The reorganization reflects the high significance of the used car business.
Apart from heightening the recall effect, the main aim of the new brand is to create a consistently high performance level worldwide. Customers who buy a used car under the ‘Das WeltAuto.’ program can expect more comprehensive quality checks accompanied by an appropriate warranty promise. As is presently the case for new vehicles, customers will also be able to hand in their old vehicle in part exchange if they so wish, and will be entitled to exchange the vehicle if it fails to meet their expectations. Other features of the new program include an extended warranty and financial services, and there are also plans to add vehicle customization at a later stage.
The launch of the ‘Das WeltAuto.’ used car brand will be accompanied by a comprehensive marketing campaign. The theme of the campaign, which will run on all relevant media channels, is that trust is part and parcel of the new brand promise. Promotional material for external and internal advertising will familiarize customers with the new brand in dealer showrooms.
- Volkswagen AG