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Volkswagen to emphasize quality over quantity in 2014

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Published : 2014-01-12 19:49
Updated : 2014-01-12 19:49

Volkswagen Korea head Thomas Kuehl
After a rather prosperous 2013, Volkswagen Korea has already begun arranging its next move in order to lead the country’s market for imported cars, the company announced last week.

Last year was big for the German automaker, which sold a total of 25,662 units in Korea ― surpassing its original sales target of 24,000 units and also the previous year’s sales record of 18,395 units.

This marks the first time the company has exceeded 20,000 in annual sales since its corporate establishment in Korea in 2005. The result is the highest growth rate in the industry at 39.5 percent.

Volkswagen claims this now puts the company at second place in the nation in terms of sales for import automobiles.

Meanwhile, the company shows no plans of slowing down in 2014 and will work toward joining the “30,000 club,” having set this year’s sales goal at 30,000 units, 16.9 percent more than the previous year’s achievement.

Volkswagen Korea, however, said it wishes to concentrate more on quality than quantity in 2014.

More investment into consumer satisfaction and service upgrades is to be made so that the company may secure a position befitting its status as one of Europe’s largest automobile brands.

The company plans to release the new Golf GTI, TSI and GTD models ― the company’s bestselling lineup ― during the first half of the year, while also sustaining its steady sellers like the Passat or the CC.

In addition, the automaker promises to foster aggressive marketing strategies that will help strengthen the brand image and target the younger crowd more effectively.

“Volkswagen was able to record the highest growth rate among its competitors during Korea’s market boom for imported cars due to a balanced and well-rounded sale of our primary lineups,” said Volkswagen Korea head Thomas Kuehl.

“In 2014, we will introduce even more diverse lineups, improve the satisfaction of Volkswagen owners and ultimately look to establish a long-term growth model for the company.”

By Kim Joo-hyun (jhk@heraldcorp.com)

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