Volkswagen Announces 2030 Brand Growth Strategy

Volkswagen has announced company-wide transformation plans to strengthen the brand and position it as “the world’s most attractive automaker by 2030”.

CEO Oliver Blume presented the strategy and its eight-layer structure at the company’s annual general meeting this week, stating the plan was in response to rising geopolitical tensions, intensifying competition and growing trade barriers.

Volkswagen says the implementation of these measures is to create the leeway needed for investing in the future and generating growth in addition to strengthening its financial robustness.

Discussing the future strategy, Oliver says: “We are making the Volkswagen Group even more robust and competitive. To that end, we have mapped out a clear plan for the future.

“We are positioning ourselves to be even more financially resilient and further improving our future readiness in terms of costs, structure and technology – to counter external influences and growing risks in a world that has radically changed.”

Eight strategic levers to boost competitiveness

Volkswagen’s growth and transformation plan centres on eight strategic levers to sustainably boost its competitiveness:

• Reduce complexity – Simplify the navigation process of models and variants to focus on the expectations of customers in each region
• Streamline the technology toolkit – Fewer platforms and electronic architectures to increase development and reduce spending
• Align production to market realities – Reduce overcapacity to create a regional, intelligent and economic production network
• Strengthen regional growth – Allow for more local responsibility to increase competitiveness in important markets
• Streamline the investment portfolio – Create leaner structures for reduced complexity and sharpen the core business focus
• Increase operational excellence – Bundle development, procurement, production, sales and quality assurance at CEO level and implement efficiency-focused programmes
• Strengthen performance culture – Reduce hierarchies and implement a performance-based incentive system
• Improve group steering – Impose leaner processes and clearer decision-making paths.

In addition to these levers, Volkswagen has already laid several, essential cornerstones to reach its goal of becoming the world’s most valuable car manufacturer.

The company has focused on delivering new car models to its customers under what it says is its “largest model campaign in its history”. The statement also highlights several important milestones achieved by Volkswagen's technology, software, battery, design and quality systems.

Oliver continues: “All central strategic goals have been met. Some of them earlier than planned. And we achieved all of this at a time when the world is rapidly changing.

“Over the last three years we have given our group an entirely new structure and ensured its stability. That is why, in the midst of the greatest transformation our industry has even seen, we are in a position to act and are resolutely driving the transformation of our company forward towards the next phase.”

Leveraging brand strengths

Volkswagen has set itself several, ambitious financial goals for the future. The group is aiming for an operating return on sales of 8 to 10% and a higher cash flow in the Automotive Division, accounting for over 60% of the operating result by 2030.

At the same time, the group is leveraging its strengths, such as its recognisable brands, technological competence, synergies and global scaling effects. The group says the transformation is not a fixed-term project, but rather a permanent process to continuously bolster the group’s resilience to external influences and risks.

One of its largest strengths currently resides in the electric vehicles market. In 2025, global deliveries of its all-electric vehicles grew by 32%. In Europe, growth was 66%, with a 2025 market share of 27%, making Volkswagen the continent's market leader for all-electric vehicles.

Despite market uncertainties and geopolitical challenges, Volkswagen says it is well positioned to harness the opportunities the transformation will bring.

Speaking optimistically about the plan, Oliver says: “The situation remains challenging. Nevertheless, it is up to us: with our strong brands and products, our clear strategy and a team that can deliver. Great opportunities lie ahead of us.”