Our Strategy
Turning change into drive
Volkswagen Group Australia’s strategy is focused on turning challenges into opportunities while the automotive industry is at a turning point. Mobility as we know today is redefined by four different priorities: mechatronics, software, battery charging as well as alternative mobility solutions. Customer centricity is at the heart of everything we do. Whether it is meeting today’s expectations or anticipating tomorrow’s aspirations, Volkswagen Group Australia is focused on making mobility feel intuitive, dependable and tailored to the diverse needs of Australians.
At Volkswagen Group Australia our strategy is shaped by our bold global vision “Mobility for Generations” and grounded in the realities of Australian life. We are on our way to become the most desirable mobility solutions provider in Australia –customer centricity is the foundation of this strategic vision. Whether it is today’s needs or tomorrow’s dreams, we are here to make mobility feel personal, reliable and just right for Australia. As the nation’s leading importer of European vehicles, we are not just bringing world-class cars to local roads, we are helping redefine what mobility means for Australians today and tomorrow.
Global Vision, Local Action
Volkswagen Group Australia aligns with Volkswagen Group’s global ambition to become The Global Automotive Tech Driver by 2035. This means embracing innovation across mechatronics, software, battery technology and charging infrastructure - while tailoring solutions to meet the unique needs of Australian drivers, businesses and communities.
Customer-Centric Innovation
We are focused on exciting customers throughout the entire vehicle lifecycle from purchase to ownership and beyond. Whether it is through cutting-edge electric vehicles, flexible ownership models or seamless digital services. Volkswagen Group Australia is building a mobility ecosystem that is smart, sustainable and distinctly Australian.
Sustainability and Electrification
Volkswagen Group Australia is leading the change in Australia’s transition to electric mobility. With initiatives like On EV, our peace-of-mind package for EV owners, we are making it easier for Australians to embrace a more environmental conscious and smarter way to transport. With a continuously growing portfolio of EVs across all segments, every single one of our brands is set to become a dominant force in the battery electric vehicle space.
Empowering People and Performance
Our strategy is powered by our people: Volkswagen Group Australia is committed to fostering a high-performing and inclusive workplace where talent thrives. We are investing in skills, embracing agility and unlocking the potential of our teams to drive innovation and deliver excellence across every touchpoint and part of the business.
Resilient, Agile, Future-Ready
In a rapidly changing world, Volkswagen Group Australia is built to adapt. We are balancing global synergies with local agility, ensuring our operations remain robust, relevant and ready for what is next. From the Outback to the Coast and everything in between, we are here to shape the future of mobility with global excellence, local precision and a united purpose.
We are not just navigating the future of mobility in Australia – we are engineering it. At Volkswagen Group Australia, we are transforming global innovation into local impact through electrification, digitalisation and customer-centricity. From advanced battery technology to smart charging solutions and alternative mobility models, together with our Australian partners and investors we are creating a cleaner, smarter and more connected driving experience. The road ahead is electric, intelligent, uniquely Australian and we are proud to be leading the way.
Karsten Seifert
Managing Director Volkswagen Group Australia
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For Volkswagen Group Australia, mobility means creating connections, driving impact and building a sustainable future through innovation.
