We stand by you every kilometer of the way... 28 Do¤ufl Otomotiv Annual Report 2007 7,5% The retail market share of Volkswagen Passenger Cars increased and reached 7.5% in 2007 306 Do¤ufl Otomotiv Annual Report 2007 2007 proved yet again the importance, success and strength of Volkswagen Passenger Cars under the roof of Do¤ufl Otomotiv. Do¤ufl Otomotiv is getting prepared to accelerate in cooperation with Volkswagen. Vedat Uygun Volkswagen Passenger Cars Brand General Manager “2007 was a successful year for Volkswagen Passenger Cars; customer satisfaction improved in each and every step of the automotive value chain.” The mission of Volkswagen Unconditional customer satisfaction and our transparent structure. While with superior service quality we provide services to the same Passenger Cars, which was Our most important target is to provide standard nationwide through our developed in parallel with and gradually build on the satisfaction extensive and educated authorized our own corporate vision of of our investors as well as our individual sales, we reach our customers through and institutional customers, increase 11 models competing in different “innovative service beyond customer satisfaction and enhance segments, seeking to rapidly meet expectations” is providing a the loyalty of our customers with various consumer expectations in superior service quality and a value parallel with increasing competition wide range of product variety chain strategy. As such we plan to and evolving market conditions. closely aligned with the increase the market share of needs of the passenger cars, Volkswagen Passenger Cars, working together with all of our authorized supporting the products with partners who play a role in the the most developed and provision of key services, such as product based marketing sales, after sales, finance, fleet rental and used car sales, etc. techniques, rendering profitability oriented sales Closer and more transparent with the 21st Century Showroom concept and after sales services, and VW Passenger Cars has offered its providing maximum vehicles and services through the “21st customer satisfaction, which Century Showroom” concept designed by Volkswagen AG since 1994. We are all inseparable parts of conduct sales and after sales services our mission. rapidly and professionally with qualified staff in modern facilities, reflecting our efforts to be close to our customers Do¤ufl Otomotiv Annual Report 2007 31 Consistently in the top three import Market share improves in 2007 brands In spite of the contraction in the total Aiming to provide the highest levels market in 2007 as well as the retreat of quality-price equilibrium with a wide in the import market share from 70% range of car models and after sales to 66%, VW Passenger Cars services to its customers through more successfully increased its market share than 50 authorized dealers, in retail sales from 7.4% in 2006 to VW Passenger Cars has always been 7.5% in 2007. Overall sales reached among the top three import brands 27,619 in 2006, a year marked by and is also regularly cited as the most innovations with new launches such popular and prestigious brand among as the EOS and Cross Polo models consumers. and the TSI engine, offering Volkswagen’s latest technology. Sales Market dynamics in 2007 ended 2007 at 26,110 vehicles, a The year 2007 was marked by a 29% contraction of 5% on the back of contraction in the market during the first market dynamics. half of the year when compared to the same period of 2006. However, the Model performances market bounced back remarkably in the • In spite of the vehicle supply second half of the year, supported by shortages in 2007, the Polo maintained greater price flexibility and active its position in its segment with a share communication campaigns, as well as of 5.8%, with sales of 4,827 units. The the stronger local currency. A total of series of “Tour” was launched in 2007 359,416 vehicles were sold for the full like the successful “Goal” series in year, underpinned by year-end 2006. This was achieved at a time of promotions and fleet sales in November cut throat competition, where and December. As a result of the manufacturers seek to gain a improvement in the second half of the competition edge through price and year, the overall market only contracted equipment. The new Polo, with the by 3% in 2007. tiptronic transmission option, offering drivers a choice of manual and automatic transmission in one car, enabled the company to move a step ahead of its competitors. 32 Do¤ufl Otomotiv Annual Report 2007 Volkswagen Passenger Cars Retail Market Share • The Golf, the most prominent player "Exclusive" line, which includes highly Development over the Years (%) in the compact segment, achieved an sophisticated equipment, the Passat 11.5% market share in its segment strengthened its position in the market. with sales of 4,565 units in 2007. The Golf managed to increase its segment • The Passat Variant was the best 7.5 7.4 7.2 share, becoming the third best selling selling model, boosting its sales in the model in its segment in a year when estate car segment by approximately a slew of brand new models were 2.5 times over its 2006 levels, brought to the market by its underpinned by active pricing competitors. The company achieved strategies and intensive great success in its sales trend communication activities carried out especially in the last quarter of the during the year. As well as offering year, when it succeeded in segment luxury and comfort, the Passat Variant, leadership. Effective communication boasts plentiful luggage space and a in the media, emphasizing its luggage managing system, winning competitive prices and wide range of acclaim among consumers as both a 2005 2006 2007 engines, played an important role in family car and a workhorse for achieving this success. The "Tour" line, businesses. launched during the year, and VW's new TSI engine technology also We aim to increase the share of Variant supported the growth in sales of the sales to 15% in all Passat sales, taking Wholesales over the Years (Unit) Golf model. a leading place within the Variant segment in the coming period. • The Jetta, our model for the mid- sized saloon segment – covering 30% • EOS was the leader in the A segment of the total market, is the largest section coupé-cabrio segment, outselling its 32,049 of the market in Turkey - maintained competitors every month and selling 27,619 its market share in the segment. As 130 vehicles during the year. 26,110 the best selling VW model, Jetta kept a share of 7.5%, further strengthening • The New Touareg, our luxurious its position in the segment, which is 4x4 model, was introduced in early dominated by the domestically 2007 after a facelift. Sales of the vehicle produced models and in which many reached 310 units, taking its market new models were simultaneously share in the segment to over 8% and launched in 2007. Despite fierce ranking the model 5th in its segment, competition created by a plethora of up two notches from its 7th position in new model launches, including the 2006 in the luxurious SUV segment. 2005 2006 2007 domestically produced models in the The “On Road Off Road Touareg” mid- sized saloon segment, the Jetta activities held during the year played maintained its position in fleet market an important role in this success. to become the most important model in our fleet sales. • The Passat, one of the best-selling and most popular models in the upper mid-size segment, retained its leading position in 2007, commanding a 27% market share in its segment with 7,094 vehicles sold. Enhanced by its new 170 hp diesel engine and new Do¤ufl Otomotiv Annual Report 2007 33 • The Golf GTI, one of our niche The VW Touran: Turkey’s first self- models, successfully attained its parking car VW Passenger Cars targeted sales figure; in addition, The new Touran, which underwent a seeks to introduce Touran in the MPV class, where multi facelift in the last quarter of the year, functional vehicles compete, were attracted a great deal of attention in a new models to meet positioned as the most popular short space of time with its outstanding Volkswagen models by consumers. features such as ESP, Hill Hold, Park drivers’ expectations The facelifted Touran, launched in Assistant and its TSI engine, attaining in a wide and 2007, attracted a great deal of interest high sales figures from the moment of from consumers due to features offered its launch. Tour packages proved diversified product line, such as the “Park Assistant” which highly popular among its customers, have been introduced to the Turkish meeting demands for feature packed presenting a wide market for the first time, generally equipment and good value offers. supporting sales as well. Moreover, Exclusive packages were added to range of engine and the new Touran, with its TSI Engine, the model range with very attractive equipment. ESP and seating capacity, which can options for high-grade comfort and be adjusted to 7, has achieved pride safety conscious Passat customers. of place in the MPV segment. Launches and innovations in 2007 Seeking to introduce new models to meet drivers’ expectations in a wide and diversified product line, presenting a wide range of engine and equipment, VW Passenger Cars concluded a hectic year, packed with product launches and model-based marketing activities. The facelifts in the New Touareg, Touran models and the introduction of Passat Variant, as well as the new equipment packages such as the “Tour” and “Exclusive” were the most important launches in 2007. The new Touareg, launched in February, enjoyed success, increased its segment share and subsequently moved up two steps in its segment.