A STUDY ON CUSTOMER SATISFACTION TOWARDS

VOLKSWAGON POLO IN COIMBATORE CITY

CHAPTER I
INTRODUCTION
A car is a wheeled, self-powered motor vehicle used for transportation and a product of
the automotive industry. Most definitions of the term specify that cars are designed to run
primarily on roads, to have seating for one to eight people, to typically have four wheels
with tyres, and to be constructed principally for the transport of people rather than goods. The
year 1886 is regarded as the birth year of the modern car. In that year, German inventor Karl
Benz built the Benz Patent-Motorwagen. Cars did not become widely available until the early
20th century. One of the first cars that was accessible to the masses was the 1908 Model T, an
American car manufactured by the Ford Motor Company. Cars were rapidly adopted in the
United States of America, where they replaced animal-drawn carriages and carts, but took much
longer to be accepted in Western Europe and other parts of the world.
Cars are equipped with controls used for driving, parking, passenger comfort and safety,
and controlling a variety of lights. Over the decades, additional features and controls have been
added to vehicles, making them progressively more complex. Examples include rear reversing
cameras, air conditioning, navigation systems, and in car entertainment. Most cars in use in the
2010s are propelled by an internal combustion engine, fueled by deflagration of gasoline (also
known as petrol) or diesel. Both fuels cause air pollution and are also blamed for contributing
to climate change and global warming. Vehicles using alternative fuels such as ethanol flexiblefuel vehicles and natural gas vehicles are also gaining popularity in some countries. Electric cars,
which were invented early in the history of the car, began to become commercially available in
2008.
There are costs and benefits to car use. The costs of car usage include the cost of:
acquiring the vehicle, interest payments (if the car is financed), repairs and auto maintenance,
fuel, depreciation, driving time, parking fees, taxes, and insurance. The costs to society of car use
include: maintaining roads, land use, road congestion, air pollution, public health, health care,

and disposing of the vehicle at the end of its life. Road traffic accidents are the largest cause of
injury-related deaths worldwide.
The benefits may include on-demand transportation, mobility, independence, and
convenience. The societal benefits may include: economic benefits, such as job and wealth
creation from car production, sales and maintenance, transportation provision, society well-being
derived from leisure and travel opportunities, and revenue generation from the tax opportunities.
The ability for humans to move flexibly from place to place has far-reaching implications for the
nature of societies. It was estimated in 2010 that the number of cars had risen to over 1 billion
vehicles, up from the 500 million of 1986. The numbers are increasing rapidly, especially
in China, India and other newly industrialized countries.
Todays society is warm with urbanization and demonstration effect. With a view towards
it, there are drastic changes coming up in all sectors even in the automobile industries. The
following information gives an insight about it.
In the present context the companies operate on the principle of natural selection
Survival of the Fittest. Only those companies will succeed which at best match to the current
environmental imperatives those who can deliver what people are ready to buy. But real
marketing does not involve the art of selling what the manufacturers make. Organizations gain
market leadership by understanding consumer needs and finding solutions that delight
consumers. If customer value and satisfaction are absent, no amount of promotion or selling can
be compensating. Hence the aim of marketing is to build and manage profitable customer
relationship.
This is a part of the strategic marketing done by every company to achieve its objectives
and goals. To maximize the profits and long term plans every organization has to follow a
strategic planning.
Marketing is much more than just an isolated business function it is a philosophy that
guides the entire organization towards sensing, serving and satisfying consumer needs. The
marketing department cannot accomplish the companys customer relationship-building goals by
itself. It must partner closely with other departments in the company and with other organization
throughout its entire value delivery network to provide superior customer value and

satisfaction. Thus marketing calls upon everyone in the organization to think customer and to
do all they can to help build and manage profitable customer relationship. Marketing is all
around us, and we need to know that it is not only used by manufacturing companies, wholesaler
and retailers, but also by all kinds of individuals and organizations.
Marketing is a social and managerial process whereby individual and groups obtain what
they need and want through creating and exchanging products and value with others.
Marketing management is the process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy
individual and organizational goals.
Marketing offers some combination of products, services, information, or experiences
offered to a market to satisfy a need or want
Marketing is an orderly and insightful process for thinking about and planning for
markets. The process starts with researching the market place to understand its dynamics. The
marketer uses research methodologies to identify opportunities, that is,
to find individuals all groups of people with unmet needs or latent interest in some products or
service.
The marketing process consists of the following:

Analyzing marketing opportunities.

Developing marketing strategies.
Planning marketing programs
Managing the marketing efforts.

Before taking any decision and achieving the goals, it has to make analysis of what to do,
how to do, when to do, where to do and who is to do it. This is nothing but strategic planning.
Goals indicate what a business unit wants to achieve whereas strategy is how to get there.
Marketing strategies in simple terms are the complete and unbeatable plans designed
specifically for attaining the marketing objectives of the firm. Marketing can be called as a game
plan for achieving its goals.

Ref:
1. Stein, Ralph (1967). The Automobile Book. Paul Hamlyn.
2. J Fowler, H.W.; Fowler, F.G., eds. (1976). Pocket Oxford Dictionary. Oxford University
Press. ISBN 978-0198611134.
3. "motor car, n.". OED Online. Oxford University Press. September 2014. Retrieved 201409-29.
4. "Global Climate Change". U.S. Department of Energy. Archived from the originalon
2007-02-25. Retrieved 2015-11-23.
5. "Car Operating Costs". my car. RACV. Archived from the original on 2009-10-07.
Retrieved 2009-12-22.
6. ^ Peden M; Scurfield R; Sleet D (eds.) (2004). World report on road traffic injury
prevention. World Health Organization. ISBN 92-4-156260-9. Retrieved 2008-06-24.
7. Setright, L. J. K. (2004). Drive On!: A Social History of the Motor Car. Granta
Books. ISBN 1-86207-698-7.
8. ^ Jakle, John A.; Sculle, Keith A. (2004). Lots of Parking: Land Use in a Car Culture.
Univiversity of Virginia Press. ISBN 0-8139-2266-6.
9. Sousanis, John (2011-08-15). "World Vehicle Population Tops 1 Billion Units". Wards
Auto. Retrieved 2012-07-17.
10."Automobile Industry Introduction". Plunkett Research. Archived from the originalon
2011-07-22.

OBJECTIVE OF THE STUDY

To know the effective factors of awareness and preferring of VOLKSWAGEN
POLO cars.
The study has been under taken to analyze the customer profile and mapping to understand
the consumer behavior regarding Volkswagen Cars.

To know whether the customers are satisfied with the offers given by the dealer.
To determine the satisfaction level of consumers towards Volkswagen Polo.
To know the consumer behavior regarding cars on following parameter:
a) To analyze the factors that influence the customer before buying a car..
b) To find out the replacement pattern of customers.
c) (c) To find out the purchase pattern

SCOPE OF THE STUDY

The study was conducted in Coimbatore and it contains various groups of people living in
the capital.
It was conducted considering all the three sectors of society i.e. business, service, and both
service and business class.
The study is to be carried out in Coimbatore.
Bhubaneswar is a cosmopolitan environment, consisting of people from different parts of
Orissa.

LIMITATIONS OF THE STUDY

The information given in the above part is based on market survey, meeting with the people,
and phone calls, and the other medium like internet. My project is based upon the interaction
with the people.
The target is only on a particular segment (higher class & upper middle

class)

The Coimbatore market was too vast and it was not possible to cover each and

every customer in the available short span of time.

Generally, the respondents were busy in their work and were not interested in responding.

Respondents were reluctant to disclose complete and correct information about themselves and
their organization.

Most respondents were reluctant to provide exact information as in why they preferred particular
companys car.

The research was conducted in present prevailing conditions. There can be some fluctuations in
the market, which can offset the findings.

Measurement of customer satisfaction is complex subjects, which uses non-objectives method,

which is not reliable.

The sample unit was also 100 respondents

STATEMENT OF THE PROBLEM

To study the consumer buying behaviour and retailers perceptive of Volkswagen POLO
with its competitors. This study aims at exploring the branding strategies of Volkswagen Cars and
the position of the particular brand among the customers. Brand preference is a selective demand
for company's brand rather than a product; the degree to which consumers prefer one brand over

other. In every product category, consumers have more choices, more information and higher
expectations than ever before. To move consumers from trail to preference, brands needs to
deliver on their value proposition. . An effective branding strategy can go a long way in helping
a firms brand to reach its highest possible potential and obtain good brand image.

RESEARCH METHODOLOGY
Marketing research is the function which links the customer and public to the marketer
through information information used to identity and define marketing opportunities and
problems generate define and understanding of marketing as process.
Objectivity in research is all-important. The heart of scientific method is the objective
gathering of the information. Function as marketing research within the company as to provide
the information and analytical necessary for effective.

Planning of the future marketing activity.

Control of the marketing operation in the present.
Evaluation of marketing results.

RESEARCH DESIGN
Descriptive research design includes survey & fact finding inquiries of different kinds.
The major purpose of descriptive research is description of state of affairs as it exists at present.
Research design is a conceptual structure within which research was conducted. A research design is the
detailed blueprint used to guide a research study towards its objective. It is a series of advanced decision
taken together comprising a master plan or a model for conducting the research in consonance with the
research objectives. Research design is needed because it facilitates the smooth sailing of the various
research operations, thereby making research as efficient as possible yielding maximum information with
the minimum effort, time and money.

SAMPLE SIZE
The sample size of research is 100. The target population influences the sample size. The
target population represents Coimbatore region. The people were from different professional
backgrounds. The details of the sample are explained in chapter named primary research where the
divisions are explained in demographics section.

DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The questionnaire method
has come to the more widely used and economical means of data collection. The common factor in all
varieties of the questionnaire method is this reliance on verbal responses to questions, written or oral.
It is essential to make sure the questionnaire was easy to read and understand to all spectrums
of people in the sample.

It was also important as researcher to respect the samples time and

energy hence the questionnaire was designed in such a way, that its administration would not exceed 4-5
mins. These questionnaires were personally administered. The first hand information was collected by
making the people fill

the questionnaires. The primary data collected by directly interacting with the

people.

METHODS OF DATA COLLECTION

Data is the significant part of the research. All research depends upon the data. Whatever
data is collected, during the internship in the VOLKSWAGEN, it can divide the method the
collection of data into two parts which are thus: Primary Data
Secondary data

PRIMARY DATA
New data gathered to help solve the problem at hand. As compared to secondary data
which is previously gathered data. An example is information gathered by a questionnaire.
Qualitative or quantitative data that are newly collected in the course of research,
Consists of original information that comes from people and includes information gathered
from surveys, focus groups, independent observations and test results. Data gathered by the
researcher in the act of conducting research. This is contrasted to secondary data, which entails
the use of data gathered by someone

other

than the

researcher

information that

is

obtained directly from first-hand sources by means of surveys, observation or experimentation.

Primary data is basically collected by getting questionnaire filled by the respondents.

SECONDARY DATA
Information that already exists somewhere, having been collected for another
purpose. Sources include census reports, trade publications, and subscription services. There

are two types of secondary data: internal and external secondary data. Information compiled
inside or outside the organization for

some purpose other

than the current

investigation

Researching information, which has already been published? Market information compiled for
purposes other than the current research effort; it can be internal data, such as existing salestracking information, or it can be research conducted by someone else, such as a market
research company or the U.S. government. Secondary source of data used consists of books and
websites. My proposal is to first conduct a intensive secondary research to understand the full
impact and implication of

the industry,

to review and critique the industry norms and

reports, on which certain issues shall be selected, which I feel remain unanswered or liable to
change, this shall be further taken up in the next stage of exploratory research.

CHAPTER-II
REVIEW OF LITERATURE
Introduction
Review of literature is necessary as it familiarizes the researcher with concepts and
conclusions already evolved by earlier analysts. It also enables the present researcher to measure the
scope for future study and to frame appropriate objectives for the proposed evaluation. Since the
proposed study is to analyse the gap between expectations and perceptions in service quality, the
previous studies made in this area of research are briefly reviewed. It also includes the opinions
expressed by various authors in leading articles, journals and books.
DrS.Saravanan and DrS.SilasSargunam (2015)

It is treated with restrain. Categories of vehicles were limited to three passenger cars namely
Volkswagon , Hindustan and Standard. Slowly foreign collaborations were permitted with equity
participation in 1968. In 1980s a series of liberal policy changes were rapidly introduced marking a
crucial turning point for the automobile industry.
U. Thiripurasundari(2014)
Brand Equity is the added value endowed by the brand to the Product. Although the idea of
using a name or a symbol to enhance a products value has been known to marketers for a long time,
brand equity has gained a renewed interest in recent years. The objectives of the study were to
analyse the importance of various factors like brand knowledge, brand preference, brand loyalty,
brand application etc.
Prof. Pallawi B. Sangode (2013)

This research paper is based on the findings of comparative study of service quality of
Volkswagon in Coimbatore. Service quality is a fundamental aspect of service provision, and this is
especially the case with motor vehicles, where substantial profits are generated in the servicing of
vehicles.

Dr P. Sathyapriya (2012)
India is becoming a hub of major manufacturing industries and the automobile industry (in
specific for passenger car segment) makes rapid progress in the country. After de-licensing of the
industry in 1991, a number of global players have opened their plants in India. The players of
automobile industry are developing new 22.
DrAjoy S Joseph(2011)
One of the most important factors that influence purchase of passenger cars in India is the availability
of auto finance or consumer credit. This empirical study analyses the behavioural pattern exhibited
by passenger car customers towards auto loan schemes and Financiers when they purchase their cars.

Dr P. Sathyapriya (2011)
India is becoming a hub of major manufacturing industries and the automobile industry
(in specific for passenger car segment) makes rapid progress in the country. After de-licensing of
the industry in 1991, a number of global players have opened their plants in India. The players of
automobile industry are developing new strategies to increase their market share. They do this by
launching new variants in existing models and new models targeting people who prefer cars in
various car segments. An important feature of this industry is that the industry is sensitive and
the choice of a brand in passenger cars varies across segments. The current research explores the
choice of a brand in different segments and the factors influencing the same with weighted
average ranking. The study was conducted in Chennai with six hundred and three respondents
who owned a car. The impact of demographic variables on their choice of a passenger car was
studied with the chi-square test. The study revealed that factors influencing the brand preference
among the consumers who prefer passenger cars in mid and premium segments vary, and age and
income influence their brand choice.

Dr Ajoy S Joseph (2011)

One of the most important factors that influence purchase of passenger cars in India is the
availability of auto finance or consumer credit. This empirical study analyses the behavioural
pattern exhibited by passenger car customers towards auto loan schemes and Financiers when
they purchase their cars. The study was based on the data collected from five hundred and twenty
five passenger car owners consisting of professionals, employees of public and private sector,
businessmen and agriculturist in Dakshina Kannada district of Karnataka State. The respondents
have been broadly categorised into three groups on the basis of original price range of their cars
viz. cars in the price range of Rs. 2 4 lakhs, Rs. 4 6 lakhs and Rs. 6 9 lakhs. The study
finding indicates that the most important three factors considered by car purchasers while
deciding auto finance company were less processing time, easy documentation and explanation
of the financing scheme by the staff.
Ernest Johnson (2011)
Signatory to the World Trade Organisations, India could no longer apply quantitative
restrictions on the import of used cars. As the used cars are very inexpensive, they would pose a
serious threat to the Indian car industry. To counteract the threat, the Government of India has
built tariff and non-tariff barriers. In this study, an attempt has been made to understand the
attitude of car buyers towards the import of used cars by using information system. The results
reveal that one third of the respondents show interest in the imported used cars. Also, it is found
that the demographic factors such as age, monthly household income and the number of earning
members in the family have a significant impact on the positive attitude towards the imported
used cars.
Nitin Joshi1, D. P. Mishra 1 (2011)
The aim of the study is to understand the behaviour of the customer in the State of
Maharashtra which is one of the most developed states of India. The study was carried out to
understand the customer awareness on environment friendly car (EFC). The objective of the
study is to understand the awareness levels and create awareness of the EFC so that the efforts of
the manufacturing the green car will be achieved. SPSS version 17.0 has been used for analysis
of the data. Five hundred respondents have been asked to fill in a questionnaire. The study has

been done keeping in mind age group and the geographical area of the respondents. With
reference to the age group, it is observed that there is no significant difference in the awareness
levels but with reference to the geography, it is observed that there is a significant difference in
the awareness levels with reference to the EFC.

U. Thiripurasundari (2011)
Brand Equity is the added value endowed by the brand to the Product. Although the idea
of using a name or a symbol to enhance a products value has been known to marketers for a
long time, brand equity has gained a renewed interest in recent years. The objectives of the study
were to analyse the importance of various factors like brand knowledge, brand preference, brand
loyalty, brand application etc. in car market in Pondicherry. The primary data were collected
from three hundred car owners through an interview schedule. From the five factors, brand
application factor has been rated as the most important factor in car industry. This study shows
that it is possible to ascertain where a company should focus its improvement efforts in order to
make it payoff.
Prof. Pallawi B. Sangode (2011)
This research paper is based on the findings of comparative study of service quality of
Volkswagon and Hyundai Showrooms in Nagpur. Service quality is a fundamental aspect of
service provision, and this is especially the case with motor vehicles, where substantial profits
are generated in the servicing of vehicles. The study was conducted using a convenience sample
of forty respondents who were owners of Volkswagon and Hyundai cars. The questionnaire was
a self-completion questionnaire consisting of 26 questions.
Asghar Afshar Jahanshahi (2011)
In this research, the author addresses the following questions that are becoming
increasingly important to managers in automotive industries: is there a relationship between
customer service and product quality with customer satisfaction and loyalty in the context of the
Indian automotive industry? If yes, how is the relationship between these four variables? The
automotive industry in India is one of the largest in the world and one of the fast growing

globally. Customer satisfaction and loyalty are the most important factors that affect the
automotive industry. On the other hand, customer service can be considered an innate element of
industrial products. Customer service quality, product quality, customer satisfaction and loyalty
can be measured at different stages, for example, at the beginning of the purchase, and one or
two years after the purchase.
AsgharAfsharJahanshahi (2010)
In this research, the author addresses the following questions that are becoming increasingly
important to managers in automotive industries: is there a relationship between customer service and
product quality with customer satisfaction and loyalty in the context of the Indian automotive
industry? If yes, how is the relationship between these four variables? The automotive industry in
India is one of the largest in the world and one of the fast growing globally.

Dr S. Subadra (2010)
In recent days India is witnessing a change in consumerism. The market is now
predominantly consumer-driven. The focus is shifting from product based marketing to needbased marketing. Consumer is given many options to decide. Passenger car segment is no
exception to this general trend. An effective market communication is imperative for reaching
the target audience. So it is important to study the consumer perceptions and behaviour of the car
owners which will give one feedback on how marketing strategies can be worked. Namakkal
town in Tamil Nadu State, which is in the southern part of India, has a progressive and growing
market for cars. This town was selected for this study. Pre-testing was done by an Interview
schedule which was developed and administered to a convenient sample of twenty five car
owners. The simple random sampling technique was adopted in the study to select the sample
respondents. As the size of the universe was restricted, the study was conducted on the
respondents who were the owners of all the segments of passenger cars.
Dr P. Natarajan and U. Thiripurasundari (2010)
This study focuses on the consumer preference of global brands vs. local brands in the
Indian car industry. Consumer brand perceptions have substantial implications in marketing. The
customers preference towards local and global brands is studied by administering a structured

interview schedule with one hundred and fifty customers in Pondicherry city. The findings of the
study advised that the consumers who possessed global car brands preferred their car brands due
to factors such as global presence, worldwide reputation and the quality of being imported.
Consumers made favourable perceptions on the country wherein they tend to associate factors
such as superior quality, technical advancements, modernization etc. to the country from which
the brand had taken its origin. Consumers who owned a local brand evaluated the local brand in a
favourable manner, wherein they tended to associate the brand to Indias strong automobile
sector making quality and technically efficient cars.
Dr S. Subadra(2009)
In recent days India is witnessing a change in consumerism. The market is now
predominantly consumer-driven. The focus is shifting from product-based marketing to need-based
marketing. Consumer is given many options to decide. Passenger car segment is no exception to this
general trend.
P. Natarajan and U. Thiripurasundari(2008)
The findings of the study advised that the consumers who possessed global car brands
preferred their car brands due to factors such as global presence, worldwide reputation and the
quality of being imported. Consumers made favourable perceptions on the country wherein they tend
to associate factors such as superior quality, technical advancements, modernization etc. to the
country from which the brand had taken its origin.
Subramanian (2007)
This study has analysed customer expectations from an auto industry. It has created a
competitive pressure and enriched the industry with attitude, knowledge, flexibility and speed for
new challenges and changes. Processes are streamlined and automated, and work teams are
reorganised and redeployed for higher productivity on quality, delivery time and cost.
RajnishKatarne, and SatyendraSharma (2006)
The study was conducted using a representative survey of respondents, the owners of one of
the popular brand vehicles. In this paper, satisfaction/dissatisfaction of the customer has been

measured using standard statistical tools, and an attempt has been made to find out reason(s) for
dissatisfaction by applying.
DrV.K.Kaushik (2005)
This study is conducted in South West Haryana which consists of Bhiwani and Mahendragarh
districts. The study endeavour is to investigate empirically customers preference towards a
passenger car brand. Pre-purchase and post-purchase behaviour of the customers were evaluated and
factors influencing the customers were determined by Perceptual mapping obtained from Multidimensional scaling.
Dr S. SakthivelRani (2004)
The profile of the Indian Passenger Car industry is very different from what it is worldwide.
Car industry is considered a luxury product.
Nitin Joshi1, D. P. Mishra (2003)
The aim of the study is to understand the behaviour of the customer in the State of
Maharashtra which is one of the most developed states of India. The study was carried out to
understand the customer awareness on environment friendly car (EFC).
Chidambaram and Alfred (2002)
The study postulates that there are certain factors which influence the brand preferences of
customers. They believe that the brand name tells them something about product quality, utility, and
technology, and they prefer to purchase passenger cars which offer high fuel efficiency, good quality,
technology, and durability, and are priced reasonably.
Dr Mrs. J Jelsy Joseph and T Hemalatha(2001)
Their study "Customer Relationship Management in Passenger Car Industry" argues that
after-sales services not only help in firms coming close to the customer and build credibility for their
service and commitment towards the customer but also help improve mouth publicity and good will
generated from such customer-oriented efforts.
DrRenuVerma (2000)

According to the author in her article "A study of Tubeless Tyres with Special Reference to
Passenger Car Radial Tyres" states that the absence of a tube make a tyre lighter in weight, thus it has
less chance of vibrations, which means that it leads to a better fuel saving. Even the rolling resistance
in a tubeless radial is lower when compared to a tube type radial.

CHAPTER-III
COMPANY PROFILE
INTRODUCTION TO VOLKSWAGEN GROUP

Type:

Public Company

Headquarters:

Germany

Industry:

Automotive

Products:

Cars, Trucks

Revenue:

113.8 billion (2008)

Operating income:

6.61 billion (2008)

Profit:

4.68 billion (2008)

Employees:

369,928(2008)
Vehicle brand companies
Audi
Bentley motors ltd.
Bugatti automobile

Subsidiaries:

Lamborghini
Seat

Skoda auto
Scania
Volkswagen passenger car
Volkswagen commercials vehicles

Worldwide location of various Volkswagen plants

Type:

Subsidiary of Volkswagen group

Founded:

May 28, 1937

Founders:

Ferdinand Porsche, Adolf Hitler

Headquarters:
Area served:

Wolfsburg, Germany
Worldwide

Key people:

Martin Winterkorn
(Chairman of board of management)

Christian kingler:

Ferdinand piech:

(board of management of the Volkswagen passanger cars)

Industry:

Automotive

Products:

Cars, Trucks

Website:

Volkswagen.com

(chairman of Volkswagen supervisory board)

History of Volkswagen
Adolf Hitler had a keen interest in cars even though he did not like to drive. In 1933, shortly after
taking over as leader of Germany, he teamed up with Ferdinand Porsche to make changes to Porsche's
original 1931 design to make it more suited for the working man. Hans Ledwinka discussed his ideas with
Ferdinand Porsche, who used many Tatra design features in the 1938 "KdF-Wagen", later known as the
VW Kferor Volkswagen Beetle. When Chrysler brought out the 1934 DeSoto Airflow coupe, its
design enabled Mr. Porsche to finalize his design of the Beetle. On 22 June 1934, Dr. Ferdinand Porsche
agreed to create the "People's Car" for Hitler's mother.
After some time, they planned to change some features regarding various aspects. These changes
included better fuel efficiency, reliability, ease-of-use, and economically efficient repairs and parts. The
intention was that ordinary Europeans would buy the car by means of a savings scheme ("Save five
Marks a week, if you want to drive your own car"), which around 336,000 people eventually paid into.
The VW car was just one of many KdF programmes which included things such as tours and outings. The
prefix "Volks" ("People's") was not just applied to cars, but also to other products in Europe; the
"Volksempfnger" radio receiver for instance. On 28 May 1937, the Gesellschaft zur Vorbereitung des
Deutschen Volkswagens was established by the Deutsche Arbeitsfront. It was later renamed
"Volkswagenwerk" on 16 September 1938.
VW Type 82E
Erwin Komenda, the longstanding Auto Union chief designer, developed the car body of the
prototype, which was recognizably the Beetle we know today. It was one of the first to be evolved with
the aid of a wind tunnel; unlike the Chrysler Airflow, it would be a success.

New factory started

The building of the new factory started 26 May 1938 in the new town of KdF-Stadt, now called
Wolfsburg, which had been purposely built for the factory workers. This factory only produced a handful
of cars by the time war started in 1939. None were actually delivered to any holder of the completed
saving stamp books, though one Type 1 Cabriolet was presented to Hitler on 20 April 1938 (his 49th
birthday).
At the times of 1st world War, Volkswagen War meant production changed to military vehicles,
the Type 82 Kbelwagen ("Bucket car") utility vehicle (VW's most common wartime model), and the
amphibious Schwimmwagen which were used to equip the German forces.
By 1946 the factory was producing 1,000 cars a month, a remarkable feat considering it was still
in disrepair. Due to roof and window damage, rain stopped production and steel to make the cars had to
be bartered for new vehicles. Volkswagens were first exhibited and sold in the United States in 1949, but
only sold two units in America that first year. On its entry to the U.S. market, the VW was briefly sold as
a "Victory Wagon". Volkswagen of America was formed in April 1955 to standardize sales and service in
the United States. Production of the Type 1 Volkswagen Beetle increased dramatically over the years, the
total reaching one million in 1955.
Sales soared due in part to the famous advertising campaigns by New York advertising agency
Doyle, Dane Bernbach. Led by art director Helmut Krone, and copywriters Julian Koenig and Bob
Levinson, Volkswagen ads became as popular as the car, using crisp layouts and witty copy to lure the
younger, sophisticated consumers with whom the car became associated. Despite the fact it was almost
universally known as the Beetle (or the Bug), it was never officially labeled as such by the manufacturer,
instead referred to as the Type 1. The first reference to the name Beetle occurred in U.S. advertising in
1968, but not until 1998 and the Golf-based New Beetle would the name be adopted by Volkswagen.
Volkswagen was in serious trouble by 1973. Beetle sales had started to decline rapidly in
European and North American markets. The company knew that Beetle production had to end one day,

but the conundrum of replacing it had been a never-ending nightmare. VW's ownership of Audi / Auto
Union proved to be the key to the problem - with its expertise in front-wheel drive, and water-cooled
engines which Volkswagen so desperately needed to produce a credible Beetle successor. Audi influences
paved the way for this new generation of Volkswagens, known as the Polo, Golf and Passat.
Volkswagen Golf, sold as the rabbits in USA

While Volkswagen's range of cars soon became similar to that of other large European
automakers, the Golf has been the mainstay of the Volkswagen lineup since its introduction, and the
mechanical basis for several other cars of the company. There have been six generations of the
Volkswagen Golf, the first of which was produced from the summer of 1974 until the end of 1983 (sold as
the Rabbit in the United States and Canada and as the Caribe in Latin America). It would be produced in
the United States as the Rabbit until the spring of 1984. The second-generation Golf hatchback/Jetta
sedan ran from late 1983 to late 1991, and a North American version produced in Pennsylvania went on
sale at the start of the 1985 model year.
In the 1980s, Volkswagen's sales in the United States and Canada fell dramatically, despite the
success of models like the Golf elsewhere. The Japanese and the Americans were able to compete with
similar products at lower prices. Sales in the United States were 293,595 in 1980, but by 1984 they were
down to 177,709.
Volkswagen had entered the super-mini market in 1976 with the Volkswagen Polo, a stylish and
spacious three-door hatchback designed by Bertone. It was a strong seller in West Germany and most of
the rest of Western Europe, being one of the first foreign small cars to prove popular in Britain. The
second generation model, launched in 1981 and sold as a hatchback and "coupe" (with the hatchback
resembling a small estate car and the coupe being similar to a conventional hatchback), was an even
greater success for Volkswagen. It was face lifted in 1990 and was still selling well after 15 years, when it
was replaced by the third generation Polo in 1994.
The Volkswagen New Beetle concept, especially in North America.

In 1994, Volkswagen unveiled the J-mays-designed Concept One, a "retro"-themed car with a
resemblance to the original Beetle but based on the Polo platform. Its genesis was secret and in opposition
to VW management, who felt it was too backward-looking. Management could not deny the positive
public response to the concept car and gave the green-light to its development as the New Beetle. The
production car would be based on the Golf rather than the Polo, because the Polo frame was too small for
the car to pass crash test standards in the U.S. It has been quite popular in the North America and is now
gaining in the EU.
Volkswagen group the Volkswagen Bora (the sedan, still called Jetta in the USA), New Beetle,
SEAT Toledo, SEAT Len, Audi A3, Audi TT and Skoda Octavia. However, it was beaten into third place
for the 1998 European Car of the Year award by the winning Alfa Romeo 156 and runner-up Audi A6. In
the late 90s Volkswagen acquired the three luxury brands Lamborghini (through Audi), Bentley and
Bugatti which were mainly due to Ferdinand Piech and added to the group portfolio.
Volkswagen in 2005, despite challenges, still maintained North American sales of 224,195a
dramatic increase from the low in 1993 when US sales totaled only 49,533 vehicles. VW plans to close
out the decade with the release on several new vehicles worldwide and a barrage of advertising.

HISTORY OF VOLKSWAGEN POLO

As of 2014, there have been five separate generations of the Polo, usually identified by a "Series"
or "Mark" number.
Some generations were facelifted mid way through production, with the updated versions known
unofficially by an addition of the letter F to the mark number, e.g. Mark IIF. Some press and enthusiasts
consider the facelifts to be separate models and hence have used the unofficial designations Polo Mark 1
to Mark 7 for previous generations. Each model of Polo is also identified by a two or three character
Volkswagen Group Typ number. Official VW Polo history describes Mark I to Mark IV using
either Roman numerals or Arabic numerals, with facelifted variants known as "Phase II" models.

The body style has been varied through the life of the car, originally as a hatchback which derived
from the Audi 50. A saloon version was marketed as the Volkswagen Derby. Volkswagen vehicles built
off different platforms have carried the Polo name plate. For example the Volkswagen Polo
Playa hatchback sold in Southern Africa in the late 1990s was a rebadged SEAT Ibiza which has a
different body shell from the Mark III Polo sold in Europe at the same time. The current saloon is only
available in China, Latin America and South Africa and other Southern Africa countries.
Starting in 1982, Volkswagen sold the Polo in Japan initially through an agreement with Japanese
dealership Yanase that specializes in European and North American vehicles. Of all Volkswagens
imported into Japan, only the Polo and the Golf, until 1997, complied with Japanese
Government dimension regulations until the introduction of the VW Up! in 2012.

FIRST GENERATION (TYP 86; 19751981)

The first-generation Polo, a rebadged version of the Audi 50, was introduced in 1975 and
was produced until October 1981. By 1979, 500,000 Polos were produced worldwide. It shared
the internal designation Typ 86 with the Audi 50.
The differences between the Audi and Volkswagen models were minor, with the Polo
being cheaper and much more basic. The two cars were initially sold alongside each other, but
the Audi 50 never sold as well, and was withdrawn in 1978. The Polo was manufactured at the
Volkswagen plant in Wolfsburg.

SECOND GENERATION (TYP 86C; 19811994)

The Polo Mark II (or Typ 86C) was introduced in October 1981, with the major change
being the introduction of a third body style with a steep (almost vertical) rear window, in
addition to a version resembling the original Mark I shape with a diagonal rear window. These
two body styles were called the Wagon (in some markets) and Coup respectively, although in
fact both were three-door hatchbacks, and in some markets the Wagon designation was not used,
with that car being simply the "Volkswagen Polo" without a suffix. The sedan version was now
called the Polo Classic, and the Derby name became extinct. Production was expanded to Spain
in the mid-1980s following Volkswagen's takeover of SEAT. By 1983, the millionth Polo was
produced. The second million were produced by 1986.
THIRD GENERATION

(TYP 6N/6KV; 19942003)

The Mark III Polo or Typ 6N, (sometimes referred to as the "Mark 4" by enthusiasts as it
is the Polo's fourth guise) appeared in 1994, and was a completely new model (on a new chassis),
available as 3 and 5 door hatchback versions, the latter making VW the last major European
manufacturer to finally offer 4 doors in this class. It shared its platform with the SEAT Ibiza

Mark 2. This platform actually used the floorpan of the Volkswagen Golf Mk3 (a multitude of
mechanical parts and all of the suspension components were interchangeable among the three
models).

FOURTH GENERATION (TYP 9N/9N3; 20022009)

Volkswagen Polo SE 5-door hatchback (Australia; pre-facelift)

Unveiled in September 2001, the all-new Mark IV (or Typ 9N, sometimes erroneously
referred to as the "Mark 6") model was put on sale in early 2002. It shares its platform with
the SEAT Ibiza Mk3, koda Fabia Mk1 and koda Fabia Mk2. The car is all new compared to
the Mark III/F, and bears structural resemblance to Golf MK4 (1J). Outwardly the most
recognisable change is the use of quad round headlights similar to the Lupo's.

FIFTH GENERATION (TYP 6R/6C/61; 2009 PRESENT)

Volkswagen launched the fifth generation Polo (internal designation Typ 6R) at
the Geneva Motor Show in March 2009. For the first time in Polo's history, the car was
declared European Car of the Year, for 2010. The Polo was also declared 2010 World Car of the

Year at the New York International Auto Show in April 2010. It also won What Car? Supermini
of the Year 2010, as well as being awarded Japan Import Car of the Year for 20102011.
It shares its platform with the 2008 SEAT Ibiza Mk4, and the Audi A1. Production for the
United Kingdom market started in August 2009, with first deliveries beginning in October
2009. Official images released show the new Polo follows styling cues from the Golf VI. The
Polo Mark V is 44 mm longer and 32 mm wider and sits 13 mm lower to the road than the
previous generation Polo. Boot capacity is increased by 10 litres to 280 litres of storage space
with 952 litres with the seats folded down. The car is 7.5% lighter than its predecessor. The Polo
has thorax airbags and has been awarded a five-star Euro NCAP crash impact rating.
The Polo Mk5 is available with a wide range of petrol and diesel engines:

1.2L straight-3 12-valve petrol, 51 kW (70 PS) and 55 kW (75 PS)

1.2L turbocharged straight-4 8-valve petrol, 66 kW (90 PS) and 77 kW (105 PS)

1.4L straight-4 16-valve petrol, 63 kW (85 PS)

1.4L turbocharged straight-4 16-valve petrol, 100 kW (140 PS)

1.4L twincharger straight-4 16-valve petrol, 130 kW (180 PS)

1.6L straight-4 16-valve petrol, 77 kW (105 PS)

1.2L turbocharged straight-3 12-valve diesel, 55 kW (75 PS)

1.6L turbocharged straight-4 16-valve diesel, 66 kW (90 PS) and 77 kW (105 PS)