VOLKSWAGEN: HOW THE BRAND OVERCAME ONE OF THE INDUSTRY'S BIGGEST SCANDALS WITHOUT LOSING RELEVANCE

The Rise of Volkswagen — The Brand That Conquered the World Volkswagen, one of the most globally recognized automotive brands, has a history of success that stretches back more than 80 years. Founded in Germany in 1937, the brand quickly established itself in the market due to its commitment to quality, innovation and, above all, accessibility for the masses. The name Volkswagen translates as "people's car" — a reflection of its original vision of creating an affordable vehicle for middle-class German families. Its most iconic model, the Beetle, launched in 1938, became synonymous with ruggedness and simplicity, factors that would define the brand for many decades. Over the years, Volkswagen has not only conquered the European market, but has also expanded internationally, gaining a strong presence in the North American, Asian and other markets. Its factories and production systems were models of efficiency, with the company standing out for its ability to mass produce high-quality vehicles at competitive prices. The brand's portfolio has also diversified, ranging from entry-level cars to luxury models, such as those from the Audi, Porsche and Lamborghini lines, brands that are part of the Volkswagen group. Volkswagen's rise was marked by a strong brand identity, with an emphasis on consumer trust, a commitment to technological innovation and design excellence. However, what the company did not know was that it would soon face one of the greatest challenges in its history, a scandal that would shake its foundations but also demonstrate the brand's resilience. Practical Example: In 2010, Volkswagen launched the new Golf model, betting on innovative technologies such as the TDI engine, which promised better performance and lower fuel consumption. The launch was an immediate success, solidifying the brand's image as innovative and sustainable in the global market. Continued...

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eBook: 15 de abril de 2025