CORPORATE REPORT
Volkswagen SA wastes no time as it heads north
The car maker’s team is not waiting for African markets to grow — it’s going to make things happen
Can the sub-Saharan Africa new-car market become bigger than the sum of its parts? Volkswagen SA (VWSA) MD Thomas Schaefer believes so, and now he’s been given the opportunity to prove it. VWSA has already launched a joint venture with Kenyan partners for its cars to be reassembled near Nairobi, and is in advanced talks with the Rwandan government on a project there. Now marketers are undertaking a country-by-country assessment across the rest of the 49-market region. After decades of trying to manage its sub-Saharan interests from Germany, VW has passed control to VWSA. "We have an opportunity to make a real business of it," says Schaefer. "Africa is a mystery to most overseas marketers. You need local knowledge to succeed." The decision puts sub-Saharan Africa on the same footing as VW operations in North America, South America and China — giving Schaefer and his team management autonomy in the region. "It gets rid of a lot of red tape," he says. Like other global vehicle manufact...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.