'Popularization of Imported Cars Begins' Volkswagen to Adjust Prices and Extend Warranty from August

Volkswagen Korea Announces 3A Strategy: "A Premium Brand Everyone Can Enjoy"

[Asia Economy Reporter Yoo Je-hoon] Volkswagen Korea is set to intensify its 3A strategy to expand the popularization of imported cars. The plan is to create a 'premium brand that everyone can enjoy' through price readjustment, reduction of total cost of ownership (TCO), and active application of safety and convenience features.

Stefan Krapp, President of Volkswagen Korea, stated at the annual press conference held online on the morning of the 22nd, "Starting from August, the 3A strategy will be applied to all Volkswagen models, including existing and new models, to accelerate the popularization of the imported car market."

Volkswagen Korea's 3A strategy can be summarized as ▲More Accessible ▲More Affordable ▲More Advanced. Accordingly, Volkswagen plans to introduce a new pricing policy for the entire model lineup, starting with the new Tiguan to be delivered at the end of July.

President Stefan said, "We see the adjustment of the recommended retail price as a sustainability issue," adding, "The 'final price' paid by customers will undoubtedly decrease."

To reduce maintenance costs, Volkswagen will also introduce an industry-leading 5-year/150,000 km extended warranty program for all models. The longest free warranty, previously applied only to certain models, will be standardized to lower the TCO.

Volkswagen has decided to introduce a 'Total Care Service for Accident Repairs.' Accordingly, customers purchasing any new Volkswagen vehicle, including the new Tiguan, will receive up to five times free deductible support for insurance repairs of accident vehicles at official service centers (within the first year, no mileage limit, up to KRW 500,000 per accident). This benefit is transferable upon ownership change.

Furthermore, in addition to price benefits and maintenance cost reduction, Volkswagen plans to actively introduce advanced safety equipment and convenience features. President Stefan said, "Why should we compromise on convenience and safety features for a reasonable price?" and added, "Volkswagen will provide the latest driver assistance systems as standard."

Meanwhile, Volkswagen unveiled the All-New Tiguan, the first model to apply the 3A strategy. According to the 3A strategy, the new Tiguan will be sold starting at KRW 38.02 million based on the final purchase price, and four models will be launched, including all-wheel-drive versions added not only to the top-tier Prestige line but also to the Premium line.

Volkswagen also plans to launch its first electrified model, the ID.4, in Korea next year. President Stefan said, "The pricing policy for the ID.4 will also follow the new 3A strategy," adding, "The ID.4 will compete in the Korean market not only with electric sport utility vehicles (SUVs) of the same class but also with existing (internal combustion engine-based) SUVs in a similar price range."

This content was produced with the assistance of AI translation services.