FAW-Volkswagen works to stay on top

Stephan Woellenstein, executive vice-president of FAW-VW Sales Company. China Daily

In addition to enhancing its production capacity, Woellenstein said the company was rapidly expanding its dealership network to reach more customers and help raise the brand awareness.

"We will have 800 outlets by the end of the year and about 1,000 in the following two years," he said.

He said automakers concentrated too much on 4S dealerships in big cities but FAW-Volkswagen is planning to step up its pace to open dealerships in smaller cities to serve customers there.

Woellenstein said the company would also offer intensive training to sales staff so that they can better understand different demands of different customers.

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"As you know a young professional who visits our shop to buy a CC might want to be treated in a way different from a businessman who wants to buy a Magotan," he said.

Woellenstein was conservative about online sales. "It is a fancy idea but cars are not commodities you usually put in a parcel and send over." "You might want to test-drive it, especially when you are a first-time buyer, and you want to buy it from a dealership you know and trust."

As one of the best-selling brands in the country, FAW-VW stressed its social responsibility because it believes a company's charm is based on not only its products but also whether it cares about people and society.

That is why the FAW-VW is, among others, advocating the use of child safety seats among not only its customers but also the general public through a nationwide program initiated in May.

"We take it as our responsibility to promote the importance of safety seats and help ensure children's safety in cars," said Woellenstein.

Statistics from the UN showed that the use of a child seat can cut the possibility of child fatality in traffic accidents by up to 70 percent.

However, less than 1 percent of Chinese parents use child safety seats in their cars and as a result 3,000 children under the age of 14 die in car accidents in the country every year, according to the FAW-VW.

Wollenstein also spoke of Shanghai Volkswagen, the German automaker's another joint venture in China, as he worked there for three years before he went to serve FAW-VW.

"We are kids of the same family who have different characters.

"Our models are more sporty and appeal to younger people while theirs are more business-oriented. But we have the same Volkswagen genes and both of us are striving to do the best in our respective range," said Woellenstein.