Volkswagen
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The document discusses Volkswagen's strategy to globalize and achieve excellence across all fronts from the 1990s to early 2000s. It overviews automotive industry trends, VW's shift to move upmarket and fill niches left by Audi, and its platform strategy of modular production. This allowed integrated global manufacturing, flexibility, and lower costs. Key aspects included world-class manufacturing through innovation and partnerships. Ferdinand Piech transformed VW through aggressive expansion, platform sharing, and a four-day work week to increase flexibility and reduce costs, helping VW succeed. Future challenges included maintaining competitive advantages and addressing environmental issues.
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Volkswagen
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Editor's Notes
- Isu lingkungan mendorong VW melakukan riset pada mesin diesel, dan lahirlah TDI (turbo diesel yang dicangkokkan pada Golf GTI)
- As competition between U.S. and Japanese producers escalated, production regimes and outsourcing practices became more internationally integrated. At the same time, growth trend known as modular production (Salerno 2001). Through this system, auto MNCs located first-tier suppliers inside their facilities to directly participate in the production process. In its extreme form, represented by the Volkswagen facility in Resende, even final vehicle assembly is done by independent contractors. In all modular production facilities in Brazil, wages are dramatically lower and unions are much weaker than in traditional auto plants. Auto firms increasingly turned to outsourcing and forms of modular production to reduce costs and increase competitiveness (Sindipeças; cited by DIEESE, 1997). Many producers have taken subcontracting to new extremes. At a modular Volkswagen production facility in Resende, there is not a single VW assembly worker in the plant. A network of independent contractors provides all the components and performs the assembly. A small group of Volkswagen employees are on hand only to inspect the vehicles once they are finished.
- Piech Background - grandson of Ferdinand Porsche (Piëch owns a significant share of Porsche, roughly 13%) Piëch graduated from the ETH Zurich, Switzerland in 1962 with a degree in mechanical engineering, having written a Master Thesis about the development of a Formula One engine. 1963-1971 — At Porsche in Stuttgart, Germany 1972-1992 — At Audi in Ingolstadt, Germany. Born and raised in the automotive industry. Piech very assertiveleadership style. Manufacturing strategy of using the same platformacross every brand can the cost of research and development andoperational costs.