OTTAWA—Volkswagen has set a bold goal to become the world’s top automotive company by 2018, selling more cars than current leaders Toyota and GM.
“Since the remodelling of the Jetta, sales have increased over 130 percent around the country. They have been doing that to cars like the Passat as well, so it’s been fantastic,” said Myers Volkswagen sales manager Dan Hale.
One of Canada’s top auto market analysts has also noted VW’s climb in sales. DesRosiers Automotive Consultants has logged impressive gains in VW sales in recent months, with the Jetta among the highest selling cars in the country, though still falling behind Canadian favourites like the Honda Civic and Toyota Corolla.
The Myers Automotive Group is confident with VW’s steady climb, which is pushed by aggressive incentives and new engineering. Having been around more than 70 years, the Myers Automotive Group has eight dealerships and is one of the largest automotive groups in the Ottawa and Eastern Ontario region.
With that experience, and with confidence in the direction Volkswagen is going, the company took its VW dealership from Bells Corners to a new, larger, two-story facility in the Palladium Auto Park in Kanata where it will go head to head with other dealers and brands.
The new location is triple the size and offers a luxurious customer lounge, two-way shuttle service, 16 service bays with a drive-through check in, and a 10-car showroom.
With more cars on the lot, shoppers will be able to come and test drive any VW model on the spot without having to wait for it to be delivered, said Hale.
Volkswagen has won some of the most coveted automotive awards in recent years, including the Golf GTI being named Canadian Car of the Year in 2010. In 2012, the Passat was named Motor Trend Car of the Year based on six criteria including advanced design, engineering, efficiency, safety, value, and performance.
But with grand aspirations, challenges can be expected. Stefan Bratzel, head of the Center of Automotive Management think tank near Cologne, Germany, warned of some in a recent Reuters article.
“Manufacturers definitely become more vulnerable (to recalls) the more they’re pushing global expansion and stretch supplier networks,” Bratzel said, according to the article.
Recalls are common among big auto manufacturers. GM, Toyota, and Hyundai all saw recalls as they pushed their way up the ranks of global auto companies.
Volkswagen recently recalled 26,000 vehicles in Australia. While it was the third recall in three months, VW’s recall numbers remain small. Last October, Toyota recalled 7.4 million autos and in April Hyundai recalled 1.8 million cars. If VW can learn from their mistakes, it could minimize bumps down the road.
The official grand opening for the Myers VW store is set for the second week in July and Hales said it will be more of a party than a sales effort, making it a good opportunity for the curious to take a look. The date is yet to be released.
For more details on the new showroom or any of Myers Volkswagen’s cars and services, please visit myersvw.com
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