2. Brand of Inventory2.1 Owner of the brandThe brand Volkswagen (VW) is owned by VW Group (DE0007664005) (TYO: 7659), a German company. The current president of group is Bernd Pischetsrieder.
2.2 History of the brand2.2.1 The VW GroupVW AG, was founded in 1937. With the development of nearly 70 years, VW AG has been the largest automotive manufacturer in Europe and one of the leading automobile makers in the world. In the world’s largest car market– Western Europe, almost one in five new cars was branded by the VW AG.
2.2.2 VW in ChinaVW Group is the first foreign car manufacturer entering China market. It is currently involved in two production joint ventures (JV) in China.
22.214.171.124 Shanghai Volkswagen (Shanghai-VW）In 1980’s, China government was looking for foreign car manufactures to help them manufacture their own car. W AG took this good chance and introduced its Santana and turned it into a local car, which exactly met the needs of the China government (Zhong 2003, p2). In March 1985, VW AG set up a 50-50 JV, Shanghai-VW, with Shanghai Automotive Industry Corporation (SAIC) to launch Santana assembles line. It created a magic story.
Over 10 years, Shanghai-VW sold 1.67 million Santanas which only produced 130,000 in Germany (Sina, 2002). It is currently having a product lineup made up of six series out of five passenger car platforms of Santana B2, Santana3000, Passat, Polo, Gol and Touran. Shanghai-VW is one of the largest car-making bases in China with an annual production capacity of over 450,000 units (Shanghai VW2001-2003C).