Press Release
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Market and Positioning
Fifth generation of a classless bestseller
- Start-up phase with 135,000 new Golfs in 2003
- 600,000 of the new generation Golf to be produced in 2004
The new Golf is, like its predecessors, absolutely incomparable and distinctive in respect of its visual and technical refinement and dynamics. The first-generation Golf dating from 1974 had been endowed with this uniqueness from its inception. When the number 1 was presented to the press at Munich in May 29 years ago, the original generation already bore the typical features that would immediately make it a bestseller. The dynamic C-pillar resembling the drawn string of a bow, the unequalled variability in the segment at the time, the lively engines and, last but not least, the extremely safe, neutral chassis complete with front-wheel drive was impressive all along the line.
For almost three decades, the Golf has continually been the best-selling car in and outside Germany. From a purely statistical point of view, approximately 2,100 customers worldwide have bought a Golf every day over the last 29 years. The Golf is regarded as the epitome of "the car", as the benchmark for the competition, as the only vehicle in the compact class with a truly classless status across social boundaries.
The competitors have multiplied,
but the Golf is still the number 1
The vehicles in the Golf class have in recent years won an increasingly larger share of the market in Western Europe. This rose from 31.7% to 36.9% between 1976 and 2002. Due to the fragmentation of the segment - for example, due to the success of the so-called A-MPV - the proportion of fastback vehicles decreased from 63.6% to 47.5% during the same period. However, the absolute sales volume has remained constant. The fourth-generation Golf maintained its market share - except from the natural curve during the phase-out period. It remained the undisputed leader in its segment with a share of between 20 and 22%.
What makes the fact that the Volkswagen has been able to maintain a constant lead all the more remarkable is that other A-class variants have constantly been pushing their way into the Golf class for years. When the first-generation Golf came out, there were about ten direct competitors in Europe. In 2003, there are about 130 rival models in eight sub-segments of the class, each vying for a share of a market that is dominated by the Golf.
The fourth-generation Golf seamlessly continued the success story of the series. The Golf to be replaced in the autumn held a 35% share of the worldwide sales of models of the Volkswagen brand. In Western Europe, the Golf accounted for 46% of total volume. The new Golf will, it is hoped, continue to increase these shares from 2004 onwards.
The new Golf has all the ingredients to continue in the successful footsteps of its predecessors: a clear plus in terms of dynamics, spaciousness, safety, quality and fascination make it an all-round talent for millions of people from all walks of life.
In this regard, a crucial factor is that the brand, with the models Phaeton and Touareg as well as the top-of-the-range versions of the Passat, has moved upmarket while at the same time continuing to strengthen the volume segments and systematically conquer new sub-segments. Crucial to this strategy is the Golf and the millions of Golf customer all over the world. Current plans envisage the production of 135,000 new Golf models in the fourth quarter of 2003. Sales of Germany's most important car are expected to exceed approx. 600,000 units from 2004 - the first full sales year.
There is no such thing as a typical "Golf driver". However, all
Golf drivers appreciate the value of perfect detail solutions, excellent technology and high aestheticism
It is impossible to reduce Golf drivers, as a target group, to a common denominator. For the new Golf will again reach an incomparably large cross-section of education and income levels. And herein lies the secret of the Golf. Nonetheless, there are decisive aspects for all Golf drivers, whether male or female. A socio-demographic study in the run-up to the market launch of the new Golf showed that, among other things, a "simplification of life with the car", "authenticity", "interior comfort", and hence "comfort" in general, "safety", unlimited "suitability for everyday use" and "individuality in details" are key criteria for the purchase of a Golf.
Golf drivers also appreciate the value of perfect detail solutions and high-quality material optics, the combination of excellent technology with fascinating aesthetics, intuitive operation and effortless driving. The fifth-generation Golf meets these expectations with superior handling dynamics, an inimitable, dynamic and timeless design, top quality, high build precision, well thought-out ergonomics, a high level of passive safety, lots of space and innovative drive train technologies.
Note: all data and equipment contained in this press bulletin apply to the model range available in Germany. In other countries deviations may apply. Subject to amendment. Errors excepted. The designations TDI, SDI, FSI, DSG and TSC are registered trademarks of Volkswagen AG or other companies in the Volkswagen Group in Germany.
