The VW Commercial Vehicles brand strategy is based VW Commercial Vehicles will continue to set market standards upon one-to-one communication with customers. In addition with the features that its models offer and will also continue to constantly adjust its product-price positioning in accordance to use of mass media and its media relations activities, direct with analysis results reached by constant control and monitoring marketing is one of its most important marketing strategies. of market data. With its direct marketing strategies, VW Commercial Vehicles Moreover, VW Commercial Vehicles became the first brand was in direct communication with over 30,000 customers Possessing a very strong position in the B segment with its to introduce different standard types of vehicles for specific outside of showrooms in 2004. Focus upon customer visits, New Generation Transporter models, VW Commercial Vehicles sectors. The unique solutions that VW Commercial Vehicles fair participation and roadshow activities played key roles aims to achieve another first amongst competitors in 2005 by has developed for the tourism, food and transportation in allowing us to reach this figure. bringing the New Generation Transporter’s 4-wheel drive sectors - all of which are key sectors in Turkey - have been models to Turkey. In addition, VW Commercial Vehicles also met with keen interest on the part of the relevant sectors. VW Commercial Vehicles achieved its goals as a result of aims to offer onto the market vehicle options of various ceiling intensive media relations and was the brand to receive the heights for its New Generation Transporter models. Despite Awareness of the VW Commercial Vehicle brands and customer second most media coverage in 2004. the atmosphere of intense competition, New Generation fidelity to them are particularly high in Turkey. Customer Transporters are expected to garner a market share of 20% satisfaction has become VW Commercial Vehicle’s first priority VW Commercial Vehicles’ vision for 2005 is to be among in the B segment in 2005 due to the high quality of both the through services performed by separate sales teams in the the top three brands in the Turkish Light Commercial Vehicles new brand models that will be introduced as well as those Authorized Dealers network. currently available on the market. market. Among VW Commercial Vehicles’ other goals are All of the aforementioned are combined to make Do¤ufl Otomotiv VW Commercial Vehicles the leading distributor in the to achieve more firsts with the models that it has introduced Because they have achieved the expected status amongst VW Commercial Vehicle export market in the year 2004. Having achieved the highest number of unit sales in markets outside onto the Light Commercial Vehicles market; to set the customers following their launching in May of 2004 and have of Germany in 2004, the Turkish market has now become VW Commercial Vehicles’ most important center of operation. standards of its market in terms of customer satisfaction and been warmly received on the market, because they are unique product reliability and to be among leading brands once The development of VW Commercial Vehicles’ market share from 1998 to the present is shown below. in being multi-purpose commercial vehicles, and because of again with its particular brand image. the many advantages that they offer the customer, the goal for the Caddy models is a 13% market share of their segment. VW LCV SHARES* VW Commercial Vehicles’ mission is to become the brand 35,0% that achieves maximum customer satisfaction in the Light A model that offers various solution options to a variety of sectors, the LT Volt is expected to garner a 5.5% share of the 30,0% Commercial Vehicles market as the first company to produce holistic automotive solutions with its products that cover the market in 2005 by maintaining its high quality image and 25,0% entire chain of value for its customers, while simultaneously focusing upon target customers and sectors. 20,0% maintaining its image of offering solutions that achieve a 13,6% With the combined performances of its products in all three 15,0% balance of high quality, performance, product reliability and 10,4% 11,0% segments, the goal for VW Commercial Vehicles is to capture 9,6% 8,1% technology and which takes its environmental responsibilities 10,0% a total of 11.5% of the market share in 2005. %5,7 5,7% 5,3% seriously. 5,0% 0,0% 1998 1999 2000 2001 2002 2003 2004 Source: ADA Volkswagen Commercial Vehicles are represented in the The first to offer double cab pick up to the light commercial Turkish market by the models Caddy, Transporter and Volt, vehicle market, VW Commercial Vehicles will achieve yet which combined exist in all three segments. another first in the segment when it presents Transporter 4- Motion vehicles to the market in 2005. In addition, Volkswagen Commercial Vehicles has become competitive VW Commercial Vehicles is the sole brand in its segment to in all three segments, especially with the A segment model offer the automatic gearbox option in all of its Transporter that it introduced onto the market in May of 2004. models. With the standard safety and comfort packages that VW Commercial Vehicles aims to develop strategies targeted it offers customers, the Transporter continues to increase its at the entire Light Commercial Vehicles market with its range Caddy: The Caddy succeeded in taking a significant market share each day. of products, made complete by the Caddy, Transporter and market share with its launch into the A segment. Having Volt models. achieved firsts for a commercial vehicle with their standard The New Generation Transporter models’ cumulative market safety and comfort equipments and possessing unique VW Commercial Vehicles has many advantages over its share for 2004 was 22%. equipments that make them practical for commercial as well competitors in its market due to the models and various product as private purposes, the Caddy models’ monthly wholesale options that it offers in all light commercial vehicle sectors, the market shares in 2004 was 13-14%. LT Volt: The LT Volt vehicles are VW Commercial Vehicles’ firsts that its models have made available in those sectors, the C-D segment models. The LT Volt models offer unique VW Commercial Vehicles brand image and its quality, product solutions to various customer demands and sectors such reliability, customer satisfaction and sales and after-sales New Generation Transporter: VW Commercial Vehicles services. Bolstering its advantages with strong marketing and as food and tourism. The LT Volt has also set standards as offers the New Generation Transporter as a B segment advertising strategies, VW Commercial Vehicles aims to provide vehicle with panel van, city van, window van and pickup the first brand in its segment to offer standard safety and for, maintain and increase customer and authorized dealer (single and double cab) model options possessing various comfort packages. The LT Volt models’ cumulative market satisfaction. VW Commercial Vehicles will continue in 2005 to roof heights, engine options and wheelbase lengths. share for 2004 was 5.3%. supply the market with products that meet customer needs. Do¤ufl Otomotiv Annual Report>21 The Do¤ufl Group initially began importing the Audi brand in 1994 and the Porsche brand in 1996 via its company Do¤ufl Otomotiv. In January of 1998, the Do¤ufl Group went on to establish Do¤uflmotor Servis ve Ticaret A.fi. (Do¤uflmotor Services and Trade, Inc.), which then became the General Distributor in Turkey for the Audi and Porsche brands. Sales, marketing and after-sales operations for the Audi and Porsche brands were performed by Do¤uflmotor until 19 March 2004, when the VW Passenger Vehicles, VW Commercial Vehicles, Scania, Audi and Porsche brands merged together with Genpar, Inc. (spare parts and logistics company) as Do¤ufl Otomotiv Servis ve Ticaret, A.fi. (Do¤ufl Automotive Services and Trade, Inc.). Both the Audi brand, which stands out with its superior technology and innovative and sporty design and the Porsche brand, which has become an international symbol of prestige and performance, have maintained a very successful sales performance over the years, from their initial introduction onto the market up to the present. Do¤ufl Otomotiv Annual Report>23 5000 4.297 4000 3000 2.551 2.011 2000 1.476 1.097 1.061 1.045 1000 741 500 455 73 222 0 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 Do¤ufl Otomotiv Do¤uflmotor Do¤ufl Otomotiv Source: Do¤ufl Otomotiv Audi sales figures Audi provides services throughout Turkey via its 15 Authorized Dealers and 12 Authorized Service Centers. The 1,045 unit sales for the year 1998, when Audi was represented as a single company, rose to 2,011 in the year 2000; however, Both sales-related as well as after-sales services are of preeminent importance to the company when it the economic crisis that occurred soon thereafter set sales back to 741 units for 2001. Our brand did its best to bolster its comes to achieving absolute customer satisfaction with the Audi and Porsche brands. The infrastructure for this goal was laid in early 2000 with the establishment of a strong authorized dealer network as well performance once again, reaching sales of 1,097 units in the year 2002; sales of 2,551 units in 2003 were followed by a record as Audi Info, Audi Assistance, Porsche Emergency and traveling service units. high of 4,297 units sold in 2004. 113 units were sold in January of 2005, for which the annual sales goal is 3,609. Total sales of 13,218 units was achieved in the years 1998-2004.