An appetizing year ahead for Volkswagen

Much like the so-named “Volkswagen sausages” served to the press by chief operating adviser Klaus Schadewald, the German carmaker looks to have an equally savory 2016 via hors d’oeuvres of refreshed models, piquantly flavored R-line entrees, and sweet sales points for dessert.

At last Friday’s media appreciation night, Volkswagen Philippines president and CEO John Philip Orbeta said in a speech that the company “enters 2016 a much stronger corporate entity due to the confluence of several things: an enduring and trusted brand, a pedigree of professionalism, integrity and customer service, and strong support from our parent Ayala Corporation.”

While the menu of items at VW is growing, other choices are getting a refresh. For instance, along with the launch of the Jetta’s Comfortline and Trendline diesel and petrol automatic variants, diners, er, buyers can look forward to upgraded and enhanced versions of the Polo Sedan and the Tiguan SUV. Schadewald also promised the release of Comfortline and Highline variants of the Golf, R-Line for the Passat and Touareg, and the comeback of the iconic Beetle Dune.

In a subsequent media scrum, Orbeta opined that “if there are enough clients looking for them, then we’ll bring them in,” referring to higher-spec R-Line versions of the Golf and even the Scirocco sport compact coupe. “The R-Line is an emotional one… it’s really more for the aficionados,” he added.

The VW executive revealed that the company is also exploring the possibility of tapping alternative, more proximate sources for its vehicles. This is widely expected to help bring down the prices of its cars – mostly sourced from Germany, Mexico, and India. Responding to a question from STAR Motoring on its primary growth drivers, Orbeta declared: “At the end of the day, they’re still the volume models – Polo and Jetta… These will continue to be our strongest models.”

He noted the enduring popularity of its compact SUV Tiguan, as well as the increasing local visibility of the VW marque owing to the presence of more of its cars on the streets. While looking back at the milestones of 2015 – including being famously tapped as official transportation, via the Touran, of Pope Francis – VW intends to realize “deliberate” growth through prudent expansion moves.

Orbeta shared that the Ayala-led company is looking at opening no less than four “sales points” in order to test key markets. “It’s easy for us to offer (these) first to test the waters,” he declared, and added that it makes perfect sense to use funds as working capital rather than have them tied up in building a showroom. “We want to also make sure that we’re also helping the entrepreneurs… It’s a very deliberate process for us as we expand.”

Even as “many have expressed interest,” Orbeta said that VW Philippines is presently examining the viability of operations in Pampanga, Cabanatuan, Batangas, Laguna, Bacolod, Iloilo, and Davao. Should the performance of aforementioned sales points or resellers prove promising then VW will then be open to establishing a proper, full-fledged dealership. Presently, VW has local facilities at Bonifacio Global City, Taguig; Quezon Avenue, Quezon City; Sheridan Street, Mandaluyong City; Molito Lifestyle Building in Alabang, Muntinlupa; and North Reclamation Area in Cebu City.

You might want to taste, er, test a VW now.