VW looks for ideas from airlines and telecom industries to boost sales

Wolfsburg, Germany. Volkswagen group could copy trading and service methods used by other industries to boost its new-car sales.

Stefan Jacoby, who heads sales and marketing for all VW group brands, ordered a benchmarking analysis of companies in the cell phone and aviation industries.

"We can get valuable ideas from successful airlines such as Singapore or Cathay Pacific," Jacoby told Automobilwoche.

"Business models from the telecommunications market are also interesting to us," Jacoby said. "Telecommunications companies primarily make their money from the services they offer."

One option is to offer buyers an SUV such as the Touareg during the winter month and letting them exchange it for a convertible in summer without going through a lot of paperwork.

"The art of marketing consists of finding new buying incentives that are relevant to customers in saturated markets such as Germany," said Jacoby.

He has told his staff to search for ideas at the German airline Lufthansa to improve VW's aftersales sector and customer relationship management.

"Lufthansa is exemplary in regard to customer relations programs," he said. "The Volkswagen group still needs to improve in that area."

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