Despite the supply problems experienced in 2022, Volkswagen Passenger Cars maintained its third place in the passenger car market with a retail sales figure of 49,695 units and an a 8.4% market share. In March 2022, the brand launched three new models in the B SUV segment, including the Taigo, the first SUV Coupe model, the flexible and versatile T-Cross, and the facelifted T-Roc. In addition, it increased its SUV concentration with its big model family consisting of Tiguan and Tiguan Allspace in the C segment and Touareg in the D segment.
One of the pioneering and iconic models of the Volkswagen brand, Golf R, the sporty version of the 8th generation with a timeless design concept, was put on sale in Turkey in March 2022 with its 5th generation. Golf R sold 121 units in 2022, reaching the highest annual sales figure ever.
Performance of the models
With the brand’s spirited performance in SUVs in 2022, the share of SUV models, which accounted for 31% of total sales in 2021, increased to 53.5% in 2022. The most important reason for this increase was three new models offered for sale in the B SUV segment. Thus, the brand increased its share in the segment from 8% to 16%. The Passat, which was discontinued in the second half of the year, continued its segment leadership in 2022, reaching a sales figure of 8,243 units. Successful models of the Passat family, Passat Variant and Alltrack, increased their sales by 133% and strengthened their position in the segment. Despite the supply problems that continued throughout 2022, another model that maintained its leadership in the segment was the Golf. The model attained a 31.9% share in the C Hatchback segment.
Digital transformation in Sales and After-Sales Services
Volkswagen Passenger Cars continued to offer new solutions in 2022 in line with the brand’s customer base’s expectation of 100% digitalization in Sales and After-Sales Services. In this context, the 3D CGI Visualization Project, which enables vehicles to be modeled down to the smallest detail, was implemented on the sales side. In addition, customer satisfaction calls by Authorized Dealers, which are made after each new vehicle delivery, were completely moved to digital, achieving a savings of 86 person-day in the workforce and a 119% increase in survey filling rates. Volkswagen Kiosk Digital Vehicle Cards, which were made available at all Authorized Dealers in 2022, interactively presented all details about the vehicles on display.
The brand, which offers digital applications aimed at efficiency and making a difference in After Sales Services with its ‘Volkswagenim’ (My Volkswagen) application, launched functions such as “Online Additional Work Approval”, “Online Exit Satisfaction Survey”, and “Warning Lamps Dictionary” in 2022. With these new functions, the digitization rate of 95% in After Sales Services is also reflected in the usage statistics of the application. The number of annual downloads increased by 277% to 201,930, monthly active users increased by 188% to 39,969, and the time spent on the application increased by 73% to 7.27 minutes.
Another year full of awards
Volkswagen Passenger Car’s digital and social media activities were deemed worthy of prestigious awards this year as well. Volkswagen Kiosk Digital Vehicle Cards, which are available at all Volkswagen Authorized Dealers, won the Gold award in the “In-Store Experience” category at the Istanbul Marketing Awards 2022. #Loveswagen, a successful social media project about the stories of Volkswagen passenger car owners with their Volkswagen, won the Social Media Application of the Year Award at the 2022 Automotive Distributors and Mobility Association Gladiators Sales and Communication Awards.
After-sales services
Continuously improving the unique automotive experience it offers to its customers, Volkswagen Passenger Cars continued to provide service at 80 points in 2022. In 2022, an average of 44,430 customers were served at the Authorized Services, with a total of 533,155 vehicle entries per month.
Volkswagen Passenger Cars took second place in Turkey according to the results of the IACS (International After-Sales Customer Satisfaction) survey conducted by the manufacturer through an independent company to measure customer satisfaction in after-sales processes and in which all automotive brands in Turkey participated.