Filed under: Plants/Manufacturing, Volkswagen
VW's Winterkorn: "We want to be in 2010 where Toyota is now."
Volkswagen CEO Martin Winterkorn has put a bull's-eye on Toyota. He believes the German automaker can outpace the Japanese company in ten years time, if not sooner. He sites German design aesthetics and meticulous engineering as VW's strong points over Toyota. However, he knows that's not all it takes to win the global battle, as sales in the North American market will be the focus of Winterkorn's plan to grow. Part of VW's sales deficiency is its high market price over its competition. In order to reduce costs, Volkswagen must streamline production and decrease exchange rate losses through new plant locations, such as building a new one in the United States (Auto News, Sub. Req.). With these future goals in mind and the assistance of a 9.5 billion Euro investment. Winterkorn hopes to develop 20 new cars over the next three years. Ultimately, by 2010 Winterkorn would like to see VW where Toyota is today.It is a bold move by the VW CEO (apparently bold moves aren't just limited to Ford), but it also seems a bit contradictory. Usually designs that are efficient and low cost to produce are not the most detail oriented. Toyota has also demonstrated how high production volumes can lead to reduced overall quality ratings. Let us hope that VW does not lose touch with its heritage while attempting to dethrone the king.
[Source: Automotive News - Sub. Req.]
Reader Comments (Page 1 of 3)
Avinash machado 9:32AM (12/10/2007)
So does this mean Winterkorn wants VW's to have issues like sludge and camshaft snapping by 2010?
Reply
geo.stewart 10:27AM (12/10/2007)
dont forget the uninspiring designs.
I can think of better targets but hey, that's me.
Andrew 10:48AM (12/10/2007)
Maybe he means they're moving HQ to Japan, full scale production to U.S.
psarhjinian 10:56AM (12/10/2007)
* Sludge: Only some engines, and only from 1997 to 2003. VW had the same problem on the 1.8T
* Camshafts: Only one engine model, and it's already been addressed.
I understand that it's practically a sport to kick the overdog, but are you seriously considering the fact that VW has _fewer_ quality issues than Toyota? I mean, seriously, if I were VW, a few hundred potentially camshafts compared to thousands of cars with known glitchy electronics (we're not talking just window regulators and dash lights, either) would be a net quality gain.
Dave in MI 11:13AM (12/10/2007)
No, we not are saying they have fewer quality issues. They already have the quality and recall problems nailed. He just wants more volume to go with his horrific quality record.
Or, they could just build a great German car that people love to drive and lasts forever. Whoops, that would retro 1982 VW. Those days are gone.
matt 1:48PM (12/10/2007)
what about vw's coil packs and window regulators? isn't the passat under investigation for coil packs which lead to engine fires?
AlexP 9:35AM (12/10/2007)
Don't they already have those?
He can keep dreaming, there is no way this is going to happen.
Reply
Random Task 9:45AM (12/10/2007)
The products for 2010 are already planned and in the manufacturing pipeline. How does this have any possible chance of happening? Why is he babbling about 2010 as a date, there's absolutely no way.
Reply
Michael 9:47AM (12/10/2007)
Everyone can jump on Toyota for their issues but no other manufacturer produces anywhere near their numbers with as low number of issues as Toyota. Current problems included. Now if VW thinks they have a chance maybe they should start with the 01 Beetle that lit on fire for one of my drivers or the 06 Audi A3 that sits in my delivery bay that wont start. Their Quality is low now, how will it be with Toyota-like numbers?
Reply
tariq 10:59AM (12/10/2007)
last time i checked, GM had the highest number of units siold(atleast till Q3) and toyota had the highest number of recalls.
i personally think that vw should be emulating gm. just like gm bought into daewoo, VW should have done the same with proton but they blew the deal away. look now where chevy is; cheap econo cars from korea and rear wheel drive from australia. a very efficient way to use global resources plus quality is up.
VWs main weakness is its cost(especially due to the high euro) if it can cut costs, it will have extra money to increase reliability up which will save them more money in thelong run(like ford demonstrated)
i have no idea why people say VWs dont have good quality. yes they have high maintainence costs but they drive good too and dont break that often(in my case atleast). i guess like mercedes they once had a really tough time with quality control and some people will just not foget
Dustin 9:56AM (12/10/2007)
Ten years time and 2010 are two very different things...
Reply
Kowell 10:00AM (12/10/2007)
Good Luck...
Reply
Steve 10:22AM (12/10/2007)
Nice Uncle Rico shot of the VW CEO. I can imagine him seeing himself floating in space like a seahorse for that one.
>Let us hope that VW does not lose touch with its heritage while attempting to dethrone the king.
Um, it's heritage as in...quality? Bah! I hope that's not what you meant. I'd be so into getting a VW or Audi if only the quality were present. As it stands, they are overpriced beauty queens. From all the problems I've heard about and had friends experience this decade, I rank their quality below even domestic manufacturers. Pitiful. While the domestics have stepped it up, VW has slid downhill. Shame.
Mal Fuller 10:30AM (12/10/2007)
Ha, ha, ha. 2010. Ha, ha, ha.
Reply
billd 10:41AM (12/10/2007)
This is just typical German Hubris, i.e. overbearing pride evidenced by a superior manner toward inferiors.
This guy is parroting his Boss.
The reality is that with bottom-feeder quality, a soaring Euro, and a world about to slip into recession, VW will be lucky if it can just stay in its place.
Reply
Willem B 10:50AM (12/10/2007)
a world going into recession? or a US going into recession.
Europe is still VW's biggest market. Europe's VW's are made in Europe, ours are made in Mexico, hence the quality difference...
AlexP 12:50PM (12/10/2007)
You're blaming Mexican workers for a problem that is essentially German?
Get your facts right, the Rabbit is made in Wolfsburg, the Eos is made in Portugal, the Jetta and Beetle in Mexico, the Passat in Emden, and the Touareg in Slovakia. Know what's funny? The Mexican-built Jetta gets a higher reliability score than its Deutsch cousin, the Rabbit!
Seriously, VW reliability is pretty equal across it's lineup, and by equal I mean poor, and it gets even worse with the City models they're offering in Canada.
Bottom line is: stop blaming Mexicans for everything.
Evotec 10:53AM (12/10/2007)
you wont get my money VW..!
no way.... Toyotas are at least reliable,but you once disapointed me VW so no way.. forget it... never ever.
Reply
Rick 7:34PM (12/10/2007)
That's because GM does'n't issue recalls. They just let people suffer as their cars fall a part.
PassingAlong 11:06AM (12/10/2007)
In the minds of buyers it's all about quality and brand image. They have a big hill to climb to reach Mt. Toyota
Reply