BY Mabuyane Mabuza
The Volkswagen brand is as synonymous with the South African culture as Pap and Boerewors. Back in the day when we had few brands on our roads, Volkswagen, Toyota, and Nissan were the brands of choice for many South African folks. Even though time has passed and our market is a hub of activity for many other brands including the Chinese and Indian, brands like Volkswagen keep having the loyalty of this important market.
Year in and year-end, Volkswagen is leading the sales figures for most cars sold in SA with their Polo and Polo Vivo.
With this background, there was only going to be one other thing that VWSA would do, to grow the brand. How were they going to do it if they already dominating the market?
VWSA under the stewardship of Martina Biene had their eyes firmly on the rest of the continent to increase their market share.
This was announced at the recent Volkswagen Indaba held in Kariega, Eastern Cape. VWSA has also announced that they have been appointed as the sole producer of the Polo from this year by Volkswagen’s head office in Germany. Things are sweetening up for Ms Biene and her team. Volkswagen Africa consists of four regions i.e. VW East, North, West, and Southern, with headquarters in South Africa.
With a longstanding presence in the South African automotive market, brand VW’s expansion into the continent was a no-brainer. Africa is like an untapped diamond mine, according to VW Africa. Growing the brand in the continent will be an exciting challenge that Ms Biene and her team have accepted with both hands.
This shift carries profound implications for the brand’s positioning and influence across the African continent. By embracing the identity of ‘Volkswagen Africa’, the company demonstrates a strategic commitment to not only South Africa but also to a broader regional focus, acknowledging the vast potential and importance of the African market as a whole. The decision to rebrand as Volkswagen Africa reflects the company’s desire to strengthen its connection to the African continent. This can be seen as a proactive step to align with the region’s unique cultural and economic landscapes. By doing so, Volkswagen aims to position itself as a champion of innovation, sustainability, and progress within the African context. This change not only signals a symbolic shift but also represents an opportunity for the brand to redefine its narrative and engagement with the diverse African markets.
The transition to Volkswagen Africa is indicative of the brand’s plans for expansion and localisation, where Ghana has already taken some of the contracts. With Africa’s steadily growing population and evolving economic landscape, Volkswagen appears poised to capitalise on this momentum. The company’s prospects seem to involve a multi-faceted approach, including the introduction of new models tailored to the specific needs and preferences of African consumers, investments in sustainable production processes, and potentially, the establishment of manufacturing or assembly facilities in other African nations. Ms Biene, in her leadership role, has played a pivotal part in shaping the fortunes of Volkswagen South Africa, now Volkswagen Africa. Under her guidance, the company has undergone a transformation in its approach to business, incorporating elements of sustainability, innovation, and community engagement.
Ms Biene’s leadership has been characterised by a forward-looking vision, which has undoubtedly contributed to the successful restructuring and rebranding of the company. Her strategic decision-making and commitment to inclusive growth have positioned Volkswagen as a key player in the African automotive industry. In essence, Volkswagen’s rebranding as Volkswagen Africa signifies a momentous shift towards a more continent-wide focus, emphasising the brand’s commitment to the diverse and dynamic markets across Africa. Through this transition, the company seeks to align itself with the continent’s aspirations for sustainable development, economic empowerment, and technological advancement. As such, Volkswagen’s future trajectory in Africa appears set to be defined by innovation, collaboration, and a genuine investment in the region’s prosperity.
