Published on December 10th, 2014 | by Daniel Sherman Fernandez0
VOLKSWAGEN ‘Das Event’: REDEFINING OWNERSHIP Experience
Volkswagen was to reinforce its commitment to Malaysian with on-going transformation in the area of sales and after-sales. Volkswagen hosted its Das Event in Malaysia, an event with a motto of ‘Always by your Side’, which underlined its pledge to redefine ownership and brand experience for its Malaysian customers.
The event night served as a platform for the company to share its rich brand heritage, innovation and technological advancement, and to reinforce its promise of redefining ownership experience for Volkswagen customers in Malaysia. The event was attended by customers, media, dealers, and VIPs.
Focus on Innovation and Technological Advancement
Volkswagen democratises automotive technology and brings it to the road in every model series. At the event, Volkswagen showcased its world-class fleet of wide-ranging vehicles in Malaysia to serve various customer demands. The company offers 15 models in Malaysia, out of which four (4) models are locally assembled. The cars available in Malaysia are well-equipped with leading and fuel efficient technologies like TSI engines.
Premiering for the first time in Asia, the German carmaker also showcased its latest executive sedan, the Passat B8. Encompassing cutting-edge innovation, connectivity, efficiency and safety, the new Passat is a testament that Volkswagen is always one step ahead of its time. Having had its world premiere at the Paris Motor Show this year, new Passat is revitalized with new design, a new engine and new technologies – offering a new array of driver assistance, infotainment and comfort systems that makes individual mobility safer, more sustainable and more interconnected.
Additionally, the Passat B8 on stage was joined by the Golf GTE – the first plug-in hybrid that embeds the Golf GTI’s DNA. A fusion of sportiness and sustainability, the Golf GTE possesses the exceptional performance inherited from the Golf GTI and has the zero emission option on E-mode. With fuel consumption of only 1.5L per 100 km and a distant range of 939 km in hybrid mode, the Golf GTE delivers a maximum speed of 222 km/h and 0-100 km/h acceleration at 7.6 seconds. The car does not require any special infrastructure for charging and can be fully charged under 4 hours at any conventional socket.
Another mega star of the evening was the e-Up! – the ideal interpretation of Volkswagen’s environmental protection mission with three “zero indicators”. Exhibiting zero emissions, zero fuel consumption and zero noise, Volkswagen’s most advanced electric car provides a strong torque performance of 210Nm and offers a continued cruise of up to 157km. A new solution to urban traffic, the e-Up! is futuristically designed, prides on its environmentally-friendly performance, and offers urban versatility to drivers of all ages.
Speaking at the event Mr Weiming Soh, President of Commercial Operations, Greater China / ASEAN said, “Volkswagen’s promise of ‘Always By Your Side’ also means a responsibility for tomorrow’s mobility. Our products are designed and built with an aim to meet tomorrow’s demands. They are more fuel-efficient, more powerful, provide greater driving pleasure, and are more comfortable to drive, that too with lesser emissions. Be it our award winning TSI engines or our visionary electric vehicles, sustainable mobility is of prime importance to us.”
Torque that Matters – Engine Labelling
The TSI turbo charged direct injection petrol engine is the product of Volkswagen’s innovative engine technology and also a remarkable example of engine downsizing. The core competitiveness of the TSI engine is its exceptional torque.
It is a more efficient engine with less fuel consumption and higher performance. It allows Volkswagen owners to experience faster, smoother and more stable driving experience, while ensuring fuel economy and eco-friendliness. It improves fuel efficiency, and reduces emissions, and represents Volkswagen’s commitment to social responsibility and a cleaner, greener future.
In order to display the exceptional engine technology and performance of torque of Volkswagen vehicles more prominently for better understanding, Volkswagen brand will gradually change the engine labeling on vehicles sold in the Asian market into the all-new form of torque class plus engine technology. It is a new badging that features Torque to illustrate the performance of Volkswagen models. In Malaysia, the CC and Passat will be first two models to adopt engine labelling.
“In addition to horsepower, torque is a crucial factor that tells the car’s performance – high torque offers better acceleration, better performance, better drivability, more driving fun as well as a more convenient driving experience,” said Mr Armin Keller, Managing Director of Volkswagen Group Malaysia.
Transformative Actions in Sales & Aftersales
Volkswagen is charting a new course in areas of sales and aftersales to fortify its presence in Malaysia. In line with its commitment to enhance ownership experience, Volkswagen continues to introduce several initiatives for its Malaysian customers. Previously, the company introduced the Volkswagen Experts programme, Mobility Guarantee programme, and daily order and delivery of spare parts. Resuming its efforts in service transformation, Volkswagen is also committed to implement five (5) more initiatives to provide a comprehensive coverage from sales to after sales.
These include the following transformative actions:
- Investment in local talent– Knowledge transfer and training of 100 newly recruited local technicians.
- Establishing one state-of-the-art Technical Competence Centre facility in 2014 and two Technical Competence Centre in 2015 – This facility will provide the latest in all areas of training to further equip the technical staff with strong skill sets and expertise.
- Volkswagen Brand Store – Introducing the first “brand store” in the Malaysian automotive market that provides customers with a 360 degree unique experience on the brand and the products. It will also serve as a dealer training centre.
- Volkswagen Parts Centre – Opening of a parts centre in Malaysia to shorten delivery time and lead time of spare parts.
- Service Concierge – Responsible for delivering professional and expert concierge services to customers at selected dealerships
- Increasing investment in training and development of the sales and technical staff at all Volkswagen dealerships
- In total, Volkswagen plans to invest more than RM20million in the next 3 years on training and recruitment of new staff and also on improving facilities/expanding existing ones.
“Malaysia is an important market for our business and as the brand progresses, our continued investment in improving our customer service will remain as a corner stone of our activities; be it sales or aftersales. We have embarked on a journey to bring this change and these initiatives will help us earn the trust of our Malaysian customers,” said Mr Armin Keller added.
Strong Local Partnership with DRB-HICOM
Together with DRB-HICOM, Volkswagen is focused on the next phase of growth in Malaysia. Since 2011, the company has introduced four (4) top selling, locally assembled models (Passat, Polo Sedan, Polo Hatchback, Jetta) in Malaysia. Volkswagen’s CKD operations have played an instrumental role in strengthening the company’s leadership position in Malaysia and contributed to creation of more job opportunities in the country.
“Malaysia is known for its stable economic growth with strong progress in key sectors, such as the automotive industry. This country has an excellent business environment, and Volkswagen, as a global player, wants to build on these strengths and continue to be a reliable business partner to Malaysia.
Our developing presence and undertakings reaffirm our commitment to the market,” said Mr Armin Keller, Managing Director of Volkswagen Group Malaysia.