Around the Net

Volkswagen Of America CEO Takes A Personal Approach

Stefan Jacoby, the CEO of Volkswagen of America since last fall, cuts a stark contrast to any stereotypes of "very, very businesslike" German auto officials, says VW COO Mark Barnes. During an eight-hour, 20-mph trip in a driving snowstorm last winter, Jacoby kept Barnes and a PR aide laughing with vows to find Elvis in the storm. To underscore the appeal of his brand, he notes that after he bought a Beetle in 1974, "I had much better success with girls."

Jacoby has reached out personally to dealers and customers. He's visited about 50 dealers at their stores and met with at least 50 other dealers in national meetings. He talks with customers in showrooms and will ask waiters what they're looking for in a car. The reception for a man some dealers see as an almost mirror image of his predecessors has so far been encouraging.

But like his brand, Jacoby will need more than personality to succeed in the U.S. market. Though Volkswagen commands loyalty among its fans, it remains a niche brand with only 2% of the U.S. market, according to Autodata. That puts it well behind U.S. brands and all major Japanese brands and is only half the share of South Korea's Hyundai.

advertisement

advertisement

Read the whole story at USA Today »

Next story loading loading..