SWOT analysis of Volkswagen India with Nitin Kohli, brand director

It has been two weeks since Nitin Kohli took over as brand director of Volkswagen India and he has already jumped into the thick of things with the launch of the iconic Volkswagen Golf GTI. Editor Sirish Chandran caught up with him at Golf GTI drives at NATRAX to get his initial thoughts on brand Volkswagen and a quick SWOT analysis.

Strength of Volkswagen brand

“Strength is the image of the brand, the customer base, the positioning in terms of the dealership fraternity, and the products we offer.”

Weaknesses of Volkswagen brand

“The coverage in three terms of tier-3 cities, that reach is a challenge. But that is an area that is identified to improve and as and when we have the new models in line with the market potential, we will get the network there.”

Threat to Volkswagen brand

“I would not call it a threat, but I think it is the consistency of business in a dynamic market scenario. That is the key to successful growth for the future. We need to maintain the momentum rather than having a bit of a sine curve. The challenge is to maintain consistency and then grow from there.”

Opportunity for Volkswagen brand

“Opportunity is models like Golf GTI, the Tiguan R-Line and some more in the future in case we can get our hands on to ensure that customers get what they are looking forward to.”

First points of action at Volkswagen India

“Brand Volkswagen has been really consistent in terms of [sales] performance and that stability is good. There is nothing that I would want to [change] at the moment. First is to listen, learn and understand the current situation, meet the partners, meet stakeholders and in case there are some quick fixes that need to be done, the call will be taken at an appropriate time. I need to see that there is stability, consistency and then we will see. I want to meet the customers to understand their preferences and what can we do for them.”

On electrification

“It is a matter of time when we do it. We are working internally but it will take some time. It is not immediate but the plans are on.”

On the sales performance of the Virtus

“Virtus is defining the premium [sedan] segment with a share more than almost 36-37 per cent. It is a very promising model for us and of course refreshes will happen at an appropriate time but today we are very happy with the way Virtus has been appreciated by the customers and is growing.”

On the reaction to the Golf GTI

“It is thrilling [the response to the GTI]. Generally you launch a car and then you sell the car. It is a different experience if the car is sold [out] and then you are offering the [test] drive experience [to customers]. We had a certain number [of allocations] but we have already got more demand for Golf, more than the number that we have, so we are now working with our colleagues in Germany to get the second lot of cars. There is a cult image to the brand and people who are going in for Golf understand what they are buying.”

On local assembly of the Golf GTI

“A business case has to be made to decide on that number. I would not say today that the numbers are adequate enough or not adequate enough, but then eventually depending on the consistency of demand, this decision can be taken in case it can be assembled.”

On the Polo

“Polo has always been the favourite for the Indian customer. The name does not need any badging per se. I think Polo is synonymous to Volkswagen and Volkswagen is synonymous to Polo, for India. And now maybe Golf going forward.”

On bringing back the Polo

“It is too early [to comment] at this stage. Maybe I can share this in the near future.”

Thoughts on his new company car (Tiguan R-Line)

“In the last three days I have used the car for the first time. I have seen your video shoots, and I do not know how the car did all that [the dune bashing in evo India’s Sand to Sea video] but I was quite surprised to see it. The overall package of the car, it's just superb; very nice. The interiors, especially when I am leaving back from NATRAX at night, the ambient lighting, it's just very impressive. The seating comfort in the rear is also amazing.”

On the FTA talks with the UK and EU

“Any FTAs coming in are positive for the long term. It will take time to get operationalised so we are awaiting for all the details. In the long term I see a lot of positives with these FTAs coming in, and giving more accessible products for the customer.”

On the first two weeks at Volkswagen India

“It's very exciting, very action packed and what better way to start the month than with the launch of the iconic model, the Golf GTI.”