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Volkswagen SWOT Analysis

Published by MBA Skool Team in Automobiles category Last Updated: June 02, 2023Read time:

Here is a detailed SWOT analysis of Volkswagen covering strengths, weaknesses, opportunities and threats.

Volkswagen Strengths

  1. Volkswagen has a wide range of cars which provides enough options to choose from
  2. Volkswagen has a high brand presence and recall
  3. One of the oldest car manufacturers, resulting into increased reach to masses
  4. Owner of Audi, Bentley, Bugatti, Lamborghini, Skoda which gives a wide and large customer base
  5. Has over 300,000+ employees globally
  6. Volkswagen has manufacturing or assembly plants in Germany, Slovakia, China, India, Indonesia, Russia, Brazil, Argentina, Portugal, Spain, Poland, Bosnia and Herzegovina, and South Africa
  7. Volkswagen also has presence in hybrid cars and motorsports
  8. Excellent advertising and marketing through TVCs, print media, online ads, hoardings etc
  9. The company has been rewarded for its cars and services to customers

Above are the strengths in the SWOT Analysis of Volkswagen. The strengths of Volkswagen looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Volkswagen Weaknesses

  1. Intense competition from global car manufacturing companies means limited market share growth for Volkswagen
  2. Controversy and fraud about the emissions of the cars caused global brand image loss

These were the weaknesses in the Volkswagen SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Volkswagen Opportunities

  1. Create long term relationships with non-German car manufacturers
  2. Implementing continuous innovations in cars to stand competition can boost Volkswagen
  3. Volkswagen can enter different markets by offering cars with features attractive for the targeted market
  4. Increasing purchasing power of people

Above we covered the opportunities in Volkswagen SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Volkswagen Threats

  1. Innovative features included by competitors can affect market share of Volkswagen
  2. Increasing fuel costs can reduce purchase of cars
  3. Government regulations and policies to protect interest of local car manufacturers e.g. TATA in India

The threats in the SWOT Analysis of Volkswagen are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Volkswagen SWOT analysis.

About Volkswagen

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Volkswagen Overview
Parent Company

Volkswagen Group


Sedan, Hatchback, SUV



Tagline/ Slogan

Das Auto


Volkswagen is a German automobile giant having wide reach due to early foundations

Volkswagen STP

Car users looking for sedan, SUV, hatchback

Target Market

Young executives, businessmen and urban families


Volkswagen is positioned as one of the biggest automobile and car manufacturers

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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