What’s the impact of diesel gate on Volskwagen brand sales ?
- Since Volkswagen diesel engines manipulation has come out at the end of September 2015 , what’s its impact on Volkswagen brand sales (knowing there was no impact on Audi, Seat, Skoda and Porsche)?
- Eight months went by since the information report by media. Most vehicles delivered and registered from September to December 2015 were ordered before or at the beginning of the “diesel gate”. Consequently, registrations statistics during this period are not relevant. The analysis is only of interest for the first 4 months of 2016. As no new information popped up, the effect indeed melted down over following months.
- In Europe, over the first 4 months of 2016, VW sales have grown (+1,2% compared to the same period in 2015). Even if a sharp drop in sales could be noticed in January (-4%), February and April months have offset the first month. However, VW's growth has been smaller than the market’s one over these 4 months (+8% compared to the same period in 2015) than direct competitors’ one.
- In Russia, the VW brand has decreased by 5% over the 4 months of 2016, but this score is a better one than the entire Russian market’s one (-15%).
- In China, at the exception of the first two months of 2016, which were negative, all 4 months of 2016 have shown a positive result (+5%) in a growing market (+7%).
- Finally, it is in the USA market that the VW brand suffered the biggest drop in sales. USA experienced the combined effect of the diesel gate and decline of PC USA market (-8% over 4 months 2016). Consequently, the brand sales have decreased nearly by 11% over this period.
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