Based on an insightful interaction with Arpit Mahendra, Volkswagen India has been actively reinforcing its position within the premium automotive market. Their impressive lineup, featuring popular models such as the Virtus sedan and Taigun SUV, now also includes high-performance vehicles like the Golf GTI and Tiguan R-Line. Following the recent introduction of these dynamic models in India, we engaged in a conversation with Nitin Kohli, Brand Director of Volkswagen Passenger Cars India. Our discussion centered on the evolving preferences of premium segment customers, broader market trends, and Volkswagen’s exciting plans for the months ahead.
Volkswagen’s strategic approach in India remains focused on discerning, design-oriented consumers. Kohli elaborated, “Today’s premium car buyer is exceptionally well-informed. They prioritize design, aesthetic appeal, paramount safety, and overall performance. Volkswagen’s renowned reputation for safety, sophisticated design, and robust build quality strongly resonates with these customers.”
The Golf GTI and Tiguan R-Line are clearly leading Volkswagen’s premium charge. Kohli shared insights into their success, stating, “The Golf GTI, a true global icon, saw its initial allocation sell out instantly, with customers even calling it a collector’s item. Similarly, the Tiguan R-Line has garnered significant interest, particularly from corporate clients seeking a perfect blend of stylish design, spaciousness, and an engaging driving experience.”
The distinctive GT and GT Line badges continue to captivate Indian consumers. Kohli recalled, “The GT badge first appeared on the Polo GT back in 2013. These models are synonymous with precision engineering and dynamic driving. Currently, a remarkable 20% of our total sales are attributed to GT Line models, underscoring the strong customer demand for vehicles that excel in both performance and aesthetics.”
Regarding transmission choices, Kohli pointed out a notable shift in buyer preferences. He stated, “Automatic transmissions are no longer a luxury; they’ve become the new standard. Nearly 65% of our sales are now automatic vehicles. While manual gearboxes still have their place, customers increasingly prioritize comfort and convenience, especially for city driving.” He also confirmed that Volkswagen is prepared to explore new transmission innovations as market demands continue to change.
Volkswagen’s overall performance in India remains robust. Kohli revealed, “Since our inception in India, we’ve successfully sold around 6.9 lakh cars. Furthermore, our certified pre-owned vehicle business has seen a healthy 12% growth year-on-year, highlighting strong market interest in both new and meticulously inspected pre-owned Volkswagen models.”
Looking to the future, Kohli signaled Volkswagen’s ongoing commitment to aspirational premium offerings. “This year represents a significant transformation for us,” he explained. “With the introduction of the Golf GTI and Tiguan R-Line, we’ve successfully elevated the brand’s premium standing. Our strategy includes launching more models in the premium segment, with some new additions expected to be priced above Rs 50 lakh.”