Assigned SEATs: VW Group’s New Brand Strategy

The Volkswagen Group plan to increase differentiation among the VW, Škoda and SEAT brands, pushing SEAT upmarket while focusing Škoda more on challenging lower-priced rivals such as Hyundai, Kia, and Dacia. “We want to manage our brand identities more clearly in future”, VW Group’s product strategy chief Michael Jost told Automobilwoche. “Seat could represent even more emotional cars, as exemplified by…
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