Overview:
Dave Walter Volkswagen has been a VW dealer in Akron, Ohio since 1976. Walter VW is one of 10 Volkswagen stores in the greater Cleveland zone which encompasses the area from Youngstown, Toledo, Canton and Cleveland. The business primarily comes from around the greater Akron area at about 25% sales come from Stark County to the south.
Management estimated that the Jetta is far and away the number one new car seller with 17 of 37 new car sales in January being the Jetta.
Strategy:
The Volkswagen Jetta represents roughly 50% of sales for Volkswagen. In 2009 Volkswagen sold 213,454 total units and total Jetta sales for the year were 108,427. The Jetta increased 11.3% over 2008. The Jetta is the foundation for VW and a local store looking to increase market share needs to exceed the Jetta market share. Dave Walter’s management estimated that the Jetta is far and away the number one new car seller with 17 of 37 new car sales in January being the Jetta. IMPACT Jette sales and market share is soon to follow!
Tactic:
A STRONG positioning statement! “Dave Walter’s Volkswagen, Your Jetta Giant and home of the guaranteed low price!”
