What’s next for VW, the grand dame of Volkswagen Group Singapore?
As a brand, VW possesses an evergreen and enduring appeal, especially given that it has been sold in Singapore for over half a century.
Dr Kurt Leitner, managing director of Volkswagen Group Singapore, agrees: “Volkswagen has always stood for something larger than the sum of its parts — quality engineering, timeless design and a deep emotional resonance that spans generations.”
He adds: “In Singapore, we've seen families stay loyal to the brand because Volkswagen consistently delivers a driving experience that’s both dependable and enjoyable. The Golf, for example, was practically a rite of passage for many drivers here. This legacy isn’t just built on history — it’s earned through consistency, safety, and that unmistakable German precision that Singaporeans have come to trust.”
With changing tastes and rising competition, how are VW’s core traits reinterpreted for a younger audience?
“We take what VW stands for — quality, innovation and design —and tell those stories in ways that matter to young people today. The focus is on sustainability, individuality and technology. To connect with younger drivers, we’re reframing Volkswagen's values — such as being “the love brand” — into a language that resonates with their aspirations,” Leitner explains.
Will VW start slashing prices to compete against the uprising of the new electric vehicle brands here?
Leitner says: “Competing purely on price is not a sustainable or strategic path for a legacy brand like Volkswagen."
He continues: "Our approach is to double down on value rather than cost. This means engineering excellence, long-term reliability, strong residual value and a premium ownership experience that sets it apart. Our comprehensive aftersales service plays a key role here, because the post-purchase experience is often a deciding factor for potential customers.”
