More aggressive on its prices, Volkswagen Group beats its records in France

It’s party time at Volkswagen Group France… Yes, but only in France. As illustrated Xavier Chardonboss of the group in France, borrowing the image of the Asterix village so as not to ignore the difficulties of the global automobile group, entangled in a strong global slowdown. Because if the group is still missing a million cars on a global scale compared to its pre-crisis level, in France, it is posting records. In 2024, the group which brings together five brands (Volkswagen, Seat, Cupra, Audi, Skoda) will take 14.7% market share. He also claims to outperform the market in new energies with sales of electric cars up 25% (-3% on the entire market) and plug-in hybrids up 15%, compared to 10% on the national average.

Volkswagen on the right CAFE trajectory in France

The eponymous brand, led by Dorothée Bonassieswas delighted to have crossed the threshold of 7% market share driven by the surge in electric cars (+55% in order intake). Volkswagen is targeting a market share of 7.2% in 2025. The brand especially wants to increase its 100% electric sales by 50% to reach 16% of the energy mix, while PHEVs must reach 18%. The latter are now equipped with a new generation hybridization which allows the new Golf to display less than 10 grams of CO2 per kilometer. This is a major asset in the pursuit of CAFE objectives.

Seat also records a “absolute record“despite a rather calm product plan… The Spanish brand increased its sales by 22% in 2024, after having increased them by 30% the previous year. Seat is expecting a new Ibiza and a new Arona this year, two models with strong volumes For its part, Cupra saw its sales increase by 17% this year. They should accelerate in 2025, with the ramp-up of the massive renewal of its range (90% of the catalog).

Skoda, for its part, continues its strategy of gaining market share (+0.4 points) with 45,500 registrations. The brand is targeting 50,000 units and a market share of 3% this year. Audi, for its part, aspires to regain dynamism after several years without new products. The brand observed a resumption of orders from September, which suggests a prosperous year 2025. 2026 could be even more dynamic with 20 new models expected.

Prices “competitive” but not aggressive

The Volkswagen group is performing well in France in a rather gloomy climate. To achieve such results, the group showed itself “competitive” in the face of its competitors. Dorothée Bonassies thus insisted on the strategy consisting of making Volkswagen a brand “accessible“. An element of language that contrasts with the brand’s usual discourse.”premium generalist who holds his prices“. The general director thus demonstrated that with higher benefits, an ID.3 had a lower rent than a Peugeot e-208 or a Megane E-Tech.

For Xavier Chardon, Volkswagen did not “broken prices“, the group readjusted its pricing policy in an environment which normalized following the semiconductor shortage. It also highlighted the robustness of the residual value of its products to explain the very competitive level of rents offered .