Volkswagen unveils new 'People First' strategy

On the eve of Guangzhou Auto Show, Volkswagen Group outlined its most people-oriented strategy for its future in China.

At Volkswagen Group China Media Night on Wednesday, executives and employees from all Volkswagen Group brands, joint-venture partners Shanghai Volkswagen and FAW-Volkswagen, and dealers came together to highlight the Group's recent models, technologies, achievements and strategies.

Group photo of Volkswagen Group China Media Night at 2013 Guangzhou auto show. Photos Provided to China Daily

A key focus of the event was Volkswagen's new China strategy termed Ren Wei Ben - People First - that renews the Group's focus on innovatively and responsibly serving people at every stage of the Group's work.

"Our China strategy is based on three strong pillars: customers, employees and society," said Jochem Heizmann, president and CEO of Volkswagen China.

"First, to achieve the highest levels of customer satisfaction, Volkswagen will provide the most innovative products and most responsible services to customers," he said.

"Second, the high quality of all Volkswagen products and services must always begin with providing excellent training and care for our employees, who make Volkswagen's vision a reality.

"Third, as the most responsible partner of China's auto industry for 30 years, Volkswagen will innovate solutions and carry out corporate responsibility programs for the benefit of the Chinese people and the society. Volkswagen has always been the 'car of the people', and this strategy will make it the most people-oriented car company as well."

With 30 years of experience, Volkswagen is the automaker most closely associated with the Chinese market. Since the first Volkswagen Santana model was assembled in Shanghai in 1983, it is said that "Volkswagen put China on wheels".

Throughout the three decades, Volkswagen has grown alongside the Chinese market and society. Moving forward, the Group's strategy aims to strengthen those bonds by putting people at the heart of its decision making and operations, even above sales numbers.

18 million VWs

One of the key goals of the Group's new China strategy is to achieve the highest customer satisfaction in the China market. During the last 30 years, 18 million Chinese have selected Volkswagen cars.

"To be a truly people-oriented car maker, Volkswagen must deliver the most innovative products and people-focused services tailored to the unique tastes and demands of Chinese customers," said Heizmann.