VW India to Reposition Skoda Brand, Skoda Cars May See Price Cut

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(added few years ago!)

German auto giant Volkswagen is planning to reposition Skoda brand in India, which could result in price cut in some of the Skoda cars like Fabia, Rapid, Laura and Superb. The VW group has three brands – Audi, Volkswagen and Skoda – in the Indian market. Where Audi is in the luxury segment, Skoda is being placed at more premium position than Volkswagen brand, compared to group’s global practice.

In India, both Skoda and Volkswagen are placed pretty close to each other so Skoda slightly undercuts Volkswagen’s products chiefly when it comes to budget cars like the Skoda Fabia and the Rapid, while in international market, Skoda cars are given price tags much lesser than Volkswagen products that clearly distinguish both the brands. Now to achieve the same in Indian market, company is looking for a correction and will offer a price cut to Skoda cars by depending largely upon localization in its Indian car range.

Volkswagen Group Board Member and Executive Vice President Ulrich Hackenberg said "Business case is not positive in India as of now, so India will not be a priority market till 2015 for introduction of new models. It has been a decade since VW is present with Skoda cars in India but the brand could not make a big impact. Perhaps premium pricing and positioning is the primary reason for sluggish growth to happen."

Tags : German, Volkswagen, India, Fabia, Rapid, Laura, VW, Ulrich Hackenberg, 2015

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(added few years ago!) / 807 views
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