Traditional Culture Encyclopedia - Traditional stories - The strategic contraction of Volkswagen Group began, and Bentley will be merged into Audi.
The strategic contraction of Volkswagen Group began, and Bentley will be merged into Audi.
According to overseas media, Herbert Diss, CEO of Volkswagen Group, recently announced that the Bentley brand will officially become a subsidiary of Audi in 20021year, which means that the Bentley brand will be merged into the Audi brand soon. Brand simplification is an important task in the current strategic planning of Audi AG. The sale agreement of Bugatti is progressing smoothly, or the transaction will be completed early next year.
Due to the impact of the COVID-19 epidemic and the political impact of Britain's withdrawal from the EU, Bentley predicts that its profits may be reduced by a quarter in 2020. The Bentley brand is currently under the responsibility of Porsche CEO Oliver Bloom, but according to relevant sources, Oliver Bloom is not interested in the management and development of Bentley. Next, after Bentley is merged into Audi, it will be directly managed by Marcus duesman, CEO of Audi brand.
In the future, Bentley will share more technologies and platforms with Audi. In this regard, this does not mean that Bentley is downgraded. In fact, Bentley's flying is Audi's MLB? Evo platform, later driven by Audi, developed more flagship models for Bentley.
In the past two years, Bentley brand is far from Rolls-Royce in both price and image. The merger between brands is also based on the positive influence of Audi in recent years, which has brought positive impetus to Bentley and helped it return to its peak.
Choosing a car gentleman's point of view:
Brand simplification is the beginning of the contraction of mass strategy. Volkswagen currently sells Bugatti and Ducati, which seems to indicate that Volkswagen is eliminating its unprofitable brands and retaining its competitive core brands, which cover all levels from popularization to luxury.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.
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