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VW announces worldwide used car strategy

Volkswagen Group

Volkswagen is reorganising its used car business under the motto: “Das WeltAuto. Used cars you can trust. Guaranteed.”

 The new business strategy will begin in Germany on June 1, followed shortly after by the UK, the USA, Russia, Italy and France, with further countries lined up for later.

Volkswagen said the mission under the 'Das WeltAuto' branding is to "deliver the performance and quality our customers expect from Volkswagen for our used cars as well".

Christian Klingler, management board member of Volkswagen, said "There will be clear standards and a comprehensive customer promise at attractive prices for every used car under the ‘Das WeltAuto’ brand. And that will apply worldwide."

With the new ‘Das WeltAuto' brand, Volkswagen is attempting to create a common platform for all markets, thereby "professionalising" its used car business on a sustainable basis.

It said the reorganisation reflects the growing significance of the used car business.

Dealers who sell used cars under the new program will offer more comprehensive quality checks accompanied by an appropriate warranty promise.

They will also be expected to take customers' old vehicles in part exchange and will be expected to exchange the vehicle if it fails to meet customer expectations.

Other features of the new program include an extended warranty and financial services, and there are also plans to add vehicle customisation at a later stage.

The launch of the used car brand will be accompanied by a comprehensive marketing campaign.

The theme of the campaign, which will run on all relevant media channels, is that trust is part and parcel of the new brand promise.

Promotional material for external and internal advertising will familiarise customers with the new brand in dealer showrooms, said Volkswagen.

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