Jens+Roettges


 * Porsche/VW - The new german automobile power**

With its move into VW AG, the swabian sportscar manufacturer already wrote industry history. Now, Holding Boss Wendelin Wiedeking will bring the automobile giant into times to improve earnings. There will be stormy times in Wolfsburg to bring the new Porsche Automobil Holding SE to the top of the world

New Porsche Holding SE - (owns) Porsche AG - 31 % stake in VW AG - expansion strategy

The goal of this new Holding is to make VW the most profitable mass-car producer of the world

The different characters involved in the new Holding structure will be introduced and for what goal they stand for. Wendelin Wiedeking (55), currently CEO of Porsche who drives VW to higher efficiency and acts will be the new CEO of the Porsche Automobil SE. Ferdinand Piech (70), VW owner and Chairman of the supervisory board of VW Wolfgang Porsche (64), Porsche owner and Chairman of the supervisory board of Porsche Martin Winterkorn (60), CEO VW, tries to improve VW with the Audi way Holger Härter (51), CFO Porsche, managed the stake into VW.

The new SE has a consolidated turnover of 140 bil. EUR = More than Daimler & BMW together! Wiedeking went for a stake of 31% in VW to re-negotiate the co-determination in order to overcome old friendships in VW structure, that is basically the backbone of their inflexibility. As VW officially anounced target is to overtake Toyota in their sales and profits, a benchmarking of both companies seem to help to understand their differences in the following areas:

Car-development strategy Globalisation strategy Brand strategy Toyota's and VW's US Strategy

In order to implement and live their targets, VW 5 year's plan is giving information in what manner and way VW should become more profitable and successful.

The Wiedeking & Winterkorn (W&W) strategy is to produce masses of cars, enhanced by modular conception. This will help them to decrease their costs in every corner of the concern. For example the new american Jetta and Passat will consist up to 60% of same parts. Less high tech will be used and more demand-built-cars will be produced. Local engineering and assembling will become more relevant than ever.

In future Porsche will stay positioned as a manufacturerer of premium sportscars, but will become more emancipated in respect to VW. Finance will play an increasing role throughout the whole new Holding structure. Furthermore VW and Porsche will increase their activities in India, Russia, USA and China. Porsche's target is a 50.1% stake in VW.

Stake In VW AG The Characters Wiedekings Powerplay Empire 911 Paradigm Toyota W&W Strategy Porsche SE's future positioning
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