Volkswagen car sales in the Saudi market through its sole dealer Samaco are up 70% in 2011 compared to 2010.
The company predicts further sales increase of 100% in 2012 over 2011, citing full availability of new models at competitive prices, the arrival of the new Passat, and improved serviced programs to satisfy existing and potential customers.
“The high 2011 sales performance reflects the company’s strategy to bring German engineered quality products at affordable prices, driving Volkswagen to its rightful position in the Saudi market through its development of sales, marketing, logistics and investment,” said Philip Burrluck, Volkswagen Brand Manager at Samaco.
Key factors in the gain were the well-timed launches of the Touareg at the end of 2010 and the All-New Jetta launched in May 2011, supported by a special “Service Excellence Program that includes unlimited mileage warranty 5 years, 45,000km free oil service and 3 year Road Side assistance” on all new Volkswagen Burrluck said. Additionally, Samaco’s new fleet sales policy saw bulk orders reintroducing the brand to many fleet users.
Taking a new marketing approach to reach the largest possible segments of its potential customers, Samaco organized regional road shows in the 3rd quarter with test-drive events resulting in over 5000 test drives. Social activities included The Volkswagen Junior Masters Cup, involving eight international and local schools.
All Volkswagen salesmen undergo an integrated two-year training program as part of the Volkswagen Excellence Program to develop skills in optional equipment, customer handling and financial programs. Maintenance staff also receives Service Excellence training, enhancing their skill levels on all aspects automotive, mechanical, electrical and body repairs using the most up to date equipment.
Burrluck attributed the 100% sales increase forecast for 2012 to Volkswagens competitively priced 2012 models, Samaco’s extensive investment in parts availability which combined with a regional genuine parts supply outlet in Dubai confirms a high parts availability ratio to enhance customer satisfaction. In 2012 a new refurbishment program for all regions will bring about compliance of its outlets to Volkswagen’s global standards.