"Volkswagen heads towards emotionalization, Volkswagen is going into niches, and there will be no area, which is a no go for Volkswagen"

Dr. Robert Buechelhofer, Marketing & Sales Volkswagen Group

It is well known, that for most people, buying a car is the second most important financial decision we make in life. Only buying a house is of even more significant. Often stated, but hardly ever perceived. "We build it, they buy it" was the attitude.

Volkswagen is going to concentrate more and more on new customer approaches. Within some first projects a new perception of the car buyer can be derived: towards satisfaction of not only functional needs - by delivering a high quality product-  but satisfying emotional demands as well.

• The "Autostadt" is the biggest project. Beside the EXPO 2000, a part of the Wolfsburg plant is transferred into an overall automobile scenario, making car delivery to an unforgettable event for the whole family.

• The transparent Dresden Factory will be placed in the middle of the town, completely glass-walled, so that the creation of a car is present as part of town-life.

• It seems only a matter of time until the announcement to build Bugatti cars in Molsheim, France, will be made; another element within that line. Bugatti is a highly emotional car, a brand living in the light of its successful history. And supporting that historical roots will strengthen the brand.