Organizational Change Project: VW Group 9: Jacob Myer, Michael Mercier, Cody Mitchell, Yesenia Novoa, Geon Woo No

  • BLUF: To help deal with the emissions scandal, and the weak position of Volkswagen in the American market, Volkswagen will introduce a new truck to the American market called the Amarok.

Strengths and weaknesses

  • Strong presence in China
  • Largest producer and seller of cars in the world
  • Volkswagen Atlas
  • Emissions scandal
  • Scandal cost VW $22.4 billion in market value
  • Dropped sales in U.S.

opportunities and threats

  • Toyota production started in China
  • Fines and prosecution from scandal
  • Company's goodwill damaged
  • Sales of cars and light trucks likely to set record in 2016
  • Cheaper to buy foreign cars in U.S. with dollar appreciation
  • Automobile industry increasing

current status of vw

  • Third largest automobile company in the world
  • Reputation damaged from scandal

proposed change

  • Need to corner the American market
  • Abandon diesels in America
  • Move away from niche brands stigma
  • Enter into U.S. truck market

demand shifters

  • Americans have a desire for trucks and larger SUV's
  • American truck buyers value a powerful engine, fuel efficiency, and reliability
  • Safety is a concern for car buyers
  • Pricing

how will a new truck provide value?

  • Offers quality and innovation of German engineering
  • The Amarok holds true to Volkswagen's identity while still reaching a new market
  • Car like and comfort based interior
  • Beats competition in engine power and fuel efficiency

kotter's change model

  • Sense of urgency within VW
  • Place marketers to run ad campaign
  • Establish plan for 2018 release
  • Communicate plan throughout organization
  • Encourage innovation from within
  • Production and marketing goals
  • Pay based incentives for employees
  • Introduce truck into American market


  • Why do you think Volkswagen doesn't already have a bigger presence in the American market?
  • Has the emissions scandal affected your view of Volkswagen's brand image?
  • Would you consider looking into buying a Volkswagen truck?


Created with images by Spanish Coches - "Volkswagen" • elljay - "american flag flag red" • Cubosh - "macro dollar" • Rusfromspb - "macro toyota auto" • MichaelGaida - "auto vw vehicle" • Josch13 - "light bulb at burn" • The National Roads and Motorists' Association - "2011 VW Amarok - SUV" • Rocking Cars - "Volkswagen Amarok Single Cab" • cdu445 - "roundtable light interior design"

Made with Adobe Slate

Make your words and images move.

Get Slate

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.