Volkswagen applies the agency sales model to the Group’s brands
The Volkswagen Group wishes to extend the known agency model of ID.3 and ID.4 in sales to other brands of the Group. Skoda, Audi, Cupra and VW Commercial Vehicles must also distribute their electronic models in this way. In addition, the model should be used in other countries.
The agency model, in which customers order directly from the manufacturer and the dealer acts only as a middleman (or agent), was introduced in 2020 under the leadership of the then sales manager, Jürgen Stackmann. His successor, Klaus Zellmer, has now announced at the Wolfsburg-based company’s European Dealer Congress that the sales model will be significantly expanded.
“We plan to expand Volkswagen Passenger Cars’ highly successful online sales model for battery electric models for private customers in Germany to other European markets such as France, Great Britain, Italy, Spain, Poland, Ireland and Sweden, ”says Zellmer.
In addition, Audi, Skoda, Cupra and VW Commercial Vehicles will also distribute their new electric models via the agency model. VW Passenger Cars had introduced the model for the distribution of the MEB family. This restriction on the modular power toolbox apparently does not apply to the now announced expansion – meaning Audi would likely distribute future PPE models through the agency model as well. Since Porsche is not mentioned in the list, the sports car brand’s PPE electric cars will likely continue to be sold through the classic dealer model.
Zellmer said he would start coordinating with dealer associations “in the coming weeks”. However, a company spokesperson told Automobilwoche the talks are not expected to be concluded until 2022.
The Skoda Dealers Association sees no fundamental problem with the new distribution model but criticizes the decision differently. “In principle, it is not a problem if the framework conditions are defined between the trade and the manufacturer,” said Thomas Peckruhn, president of the Skoda dealer association. Automobilwoche. “But the Skoda Dealers Association believes that the distribution of the whole range should be done through a single model.”