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Deep Dive: Volkswagen Group's Product Plans
Volkswagen has met with doubt and derision for pursuing "strategy 2018." No one, not even VW chairman Ferdinand Piech, can simply mark a date on a calendar when the company might end up as the biggest automaker on earth, certainly not when so many competitors are fiercely fighting over every percentage point of market share. In that respect, at least, the naysayers are correct. Volkswagen is not on track to take the number one spot in 2018, but rather, in 2016 -- two years ahead of schedule.
Volkswagen certainly has the momentum and the war chest to turn its ambitious plans into reality. The company shrugged off the ongoing financial crisis in its European home market to sell 8.26 million vehicles in 2011, beating out Toyota for the number-two spot worldwide. More important, it recorded a $14.8 billion profit last year -- nearly twice the take of number-one General Motors.
It also has a game plan that differs substantially from that of any of its competitors. Unlike Toyota, purveyor of reliable but often-faceless transportation devices, the VW Group has put a strong emphasis on emotional values like driving pleasure, strong perceived quality, exciting design, and engineering excellence. Unlike Nissan/Infiniti/Renault, Volkswagen hasn't bet the farm on electric vehicles. Unlike GM, Ford, and Chrysler-Fiat, VW sees no need to seek out cooperation agreements -- after all, the group is now big enough all by itself. And unlike BMW and Mercedes, Volkswagen can tap the family's vast know-how, parts, and logistics reservoir to propel its luxury brand, Audi, to achieve even more substantial cost benefits.
Instead, the mid-term strategy hinges on four essential elements: further integration of the mainstream and premium brands (perhaps eventually in two separate entities); the creation of three highly flexible cost-saving architectures; a much more efficient global production network; and last but certainly not least, to use its massive profits to fuel a clever and aggressive model policy. Make that very aggressive. In the next five years, VW Group plans to introduce some 32 different models ranging from the next-generation Volkswagen Golf to the successor for the Lamborghini Aventador.
Given this engineering advantage and the onslaught of fresh product, can anything derail the VW Group's rise to the top? Of course. The first threat is VW's admirable but at times exasperating perfectionism and its tendency to ignore cost when a superior end product beckons (see: Volkswagen Phaeton and Bugatti Veyron Super Sport). Danger number two concerns the top management. The chiefs are getting older, and they are reluctant to name their successors. The company's traditional structures and long-established networks, though important to its success, can also make it inflexible.
Last but not least, no one really knows how Volkswagen will tick after the departure of Ferdinand Piech, who turned seventy-five this year. True, his wife is about to get a seat on the supervisory board, and Piech's shares are bundled in two Austrian trusts, but these moves don't change the fact that much like Apple thrived on the genius of Steve Jobs, the Volkswagen empire very much relies on the vision and determination of Ferdinand the Great. The best he can do is establish a watertight game plan for his legacy. If that formula happens to break up the kingdom into smaller, easier-to-rule pieces, so be it. After all, that's how the VW Group started its rise to greatness way back when.
The product offensive
Nearly all of Volkswagen's future models will be developed from one of only three new modular architectures: MQB, for all FWD/AWD cars with transversely mounted engines (except the Up! which is a decontented mix of old and new elements); MLB, for all FWD/AWD models with longitudinally installed drivetrains; and MSB, for all RWD/AWD models with front-, mid- and rear-mounted engines. This system saves space, weight, assembly time, engineering work, complexity, and above all cost. The savings can be from just under 20 to well over 30 percent.
MQB – the bread and butter
FWD/AWD, transverse-engine architecture
The majority of VW Group's volume models will sprout from MQB, starting first with the 2013 Audi A3 that debuted at this year's Geneva show; following the A3 this fall will be the all-new MkVII Volkswagen Golf. Both the A3 and the Golf will sprout numerous variants with a smattering of choices of door counts, body styles, and roofs. Since the majority of the models underpinned by the MQB will wear the VW badge, it comes as little surprise to anyone that Volkswagen's engineering team has the lead on platform development here.
MLB - The four rings' fighting power
FWD/AWD, longitudinal-engine architecture
Despite being slated to underpin vehicles ranging in size from Audi's mainstream A4 up to its flagship A8 sedan and everything in between, the MLB architecture will pull and stretch in every which way to flex Audi's product-planning muscle. No surprise then that the four rings will be championing the creation of the MLB platform, given that almost all of its models will ride on this architecture.
MSB - How would you like your rear-wheel drive?
RWD/AWD, front-, mid-, or rear-engine architecture
Conspicuously absent from VW Group's other two platforms are the group's halo brands - with the exception of the Cayenne and the EXP 9 F, it seems that Porsche, Bentley, and Lamborghini are missing out on VW's engineering revolution. (Of course, it is assumed that Bugatti will continue to use its own bespoke engineering.)
That is why Porsche's engineers are the masterminds behind the MSB platform that will underpin all of the group's rear-wheel drive based cars. MSB will come in three flavors, all depending on where the engine is places: front, mid, or rear.
MSB-M - mid-engined, rear- and all-wheel drive
Porsche 960, a four-door coupe due in late 2015. The 960 will be the lead car for the new MSB-M platform; it has been dubbed "Fefi," for Ferrari fighter, and will use a twin-turbo flat-six not a V-8.
VW Bluesport/Audi R5/Porsche Speedster, no confirmed timeframe yet to the on-again/off-again nature of the project; however, the most recent reports say that the "Mimo" project is still very much alive and kicking.
Next-gen 982 Porsche Boxster/Cayman -- despite the current 981-generation Boxster just debuting at the Geneva show (and the Cayman yet to premiere) the next-gen is already well underway.
Lamborghini Aventador replacement - similar to the Boxster/Cayman, the current Aventador is only just out of the gate. Expect this to be one of the last new models from the first round of MSB-M cars, given the long average lifespan of the Raging Bull's V-12 flagships.
Eventual follow-ups to the still-to-be-renewed Audi R8 and Lamborghini Gallardo.
At least the R8 is getting a facelift next year to help keep it fresh.
MSB-F - front-engined, rear- and all-wheel drive
Starting in 2017, we'll see the third-generation of the Bentley Continental range. All three models (GT coupe, GTC convertible, and Flying Spur sedan) have been renewed again.
Baby Porsche Panamera: known so far as the Pajun, the BMW 5 Series-rivaling Porsche could also spawn a smaller Bentley sedan, though that car has yet to be confirmed.
Second-generation Porsche Panamera -- you'll have to wait a while for this one, as the current Panamera only just finished rolling out its full model line at the end of last year with the Panamera GTS, and the facelift for the range will start no earlier than late next year.
MSB-H - rear-engined, rear- and all-wheel drive
Surprise! At this point, the rear-engine is and will remain to be exclusive to the Porsche 911 and its 20-something variations. The MSB-H will underpin the follow-up to the just-released 991-generation 911, so don't expect to see this any time before 2017.
Volkswagen has met with doubt and derision for pursuing "strategy 2018." No one, not even VW chairman Ferdinand Piech, can simply mark a date on a calendar when the company might end up as the biggest automaker on earth, certainly not when so many competitors are fiercely fighting over every percentage point of market share. In that respect, at least, the naysayers are correct. Volkswagen is not on track to take the number one spot in 2018, but rather, in 2016 -- two years ahead of schedule.
Volkswagen certainly has the momentum and the war chest to turn its ambitious plans into reality. The company shrugged off the ongoing financial crisis in its European home market to sell 8.26 million vehicles in 2011, beating out Toyota for the number-two spot worldwide. More important, it recorded a $14.8 billion profit last year -- nearly twice the take of number-one General Motors.
It also has a game plan that differs substantially from that of any of its competitors. Unlike Toyota, purveyor of reliable but often-faceless transportation devices, the VW Group has put a strong emphasis on emotional values like driving pleasure, strong perceived quality, exciting design, and engineering excellence. Unlike Nissan/Infiniti/Renault, Volkswagen hasn't bet the farm on electric vehicles. Unlike GM, Ford, and Chrysler-Fiat, VW sees no need to seek out cooperation agreements -- after all, the group is now big enough all by itself. And unlike BMW and Mercedes, Volkswagen can tap the family's vast know-how, parts, and logistics reservoir to propel its luxury brand, Audi, to achieve even more substantial cost benefits.
Instead, the mid-term strategy hinges on four essential elements: further integration of the mainstream and premium brands (perhaps eventually in two separate entities); the creation of three highly flexible cost-saving architectures; a much more efficient global production network; and last but certainly not least, to use its massive profits to fuel a clever and aggressive model policy. Make that very aggressive. In the next five years, VW Group plans to introduce some 32 different models ranging from the next-generation Volkswagen Golf to the successor for the Lamborghini Aventador.
Given this engineering advantage and the onslaught of fresh product, can anything derail the VW Group's rise to the top? Of course. The first threat is VW's admirable but at times exasperating perfectionism and its tendency to ignore cost when a superior end product beckons (see: Volkswagen Phaeton and Bugatti Veyron Super Sport). Danger number two concerns the top management. The chiefs are getting older, and they are reluctant to name their successors. The company's traditional structures and long-established networks, though important to its success, can also make it inflexible.
Last but not least, no one really knows how Volkswagen will tick after the departure of Ferdinand Piech, who turned seventy-five this year. True, his wife is about to get a seat on the supervisory board, and Piech's shares are bundled in two Austrian trusts, but these moves don't change the fact that much like Apple thrived on the genius of Steve Jobs, the Volkswagen empire very much relies on the vision and determination of Ferdinand the Great. The best he can do is establish a watertight game plan for his legacy. If that formula happens to break up the kingdom into smaller, easier-to-rule pieces, so be it. After all, that's how the VW Group started its rise to greatness way back when.
The product offensive
Nearly all of Volkswagen's future models will be developed from one of only three new modular architectures: MQB, for all FWD/AWD cars with transversely mounted engines (except the Up! which is a decontented mix of old and new elements); MLB, for all FWD/AWD models with longitudinally installed drivetrains; and MSB, for all RWD/AWD models with front-, mid- and rear-mounted engines. This system saves space, weight, assembly time, engineering work, complexity, and above all cost. The savings can be from just under 20 to well over 30 percent.
MQB – the bread and butter
FWD/AWD, transverse-engine architecture
The majority of VW Group's volume models will sprout from MQB, starting first with the 2013 Audi A3 that debuted at this year's Geneva show; following the A3 this fall will be the all-new MkVII Volkswagen Golf. Both the A3 and the Golf will sprout numerous variants with a smattering of choices of door counts, body styles, and roofs. Since the majority of the models underpinned by the MQB will wear the VW badge, it comes as little surprise to anyone that Volkswagen's engineering team has the lead on platform development here.
MLB - The four rings' fighting power
FWD/AWD, longitudinal-engine architecture
Despite being slated to underpin vehicles ranging in size from Audi's mainstream A4 up to its flagship A8 sedan and everything in between, the MLB architecture will pull and stretch in every which way to flex Audi's product-planning muscle. No surprise then that the four rings will be championing the creation of the MLB platform, given that almost all of its models will ride on this architecture.
MSB - How would you like your rear-wheel drive?
RWD/AWD, front-, mid-, or rear-engine architecture
Conspicuously absent from VW Group's other two platforms are the group's halo brands - with the exception of the Cayenne and the EXP 9 F, it seems that Porsche, Bentley, and Lamborghini are missing out on VW's engineering revolution. (Of course, it is assumed that Bugatti will continue to use its own bespoke engineering.)
That is why Porsche's engineers are the masterminds behind the MSB platform that will underpin all of the group's rear-wheel drive based cars. MSB will come in three flavors, all depending on where the engine is places: front, mid, or rear.
MSB-M - mid-engined, rear- and all-wheel drive
Porsche 960, a four-door coupe due in late 2015. The 960 will be the lead car for the new MSB-M platform; it has been dubbed "Fefi," for Ferrari fighter, and will use a twin-turbo flat-six not a V-8.
VW Bluesport/Audi R5/Porsche Speedster, no confirmed timeframe yet to the on-again/off-again nature of the project; however, the most recent reports say that the "Mimo" project is still very much alive and kicking.
Next-gen 982 Porsche Boxster/Cayman -- despite the current 981-generation Boxster just debuting at the Geneva show (and the Cayman yet to premiere) the next-gen is already well underway.
Lamborghini Aventador replacement - similar to the Boxster/Cayman, the current Aventador is only just out of the gate. Expect this to be one of the last new models from the first round of MSB-M cars, given the long average lifespan of the Raging Bull's V-12 flagships.
Eventual follow-ups to the still-to-be-renewed Audi R8 and Lamborghini Gallardo.
At least the R8 is getting a facelift next year to help keep it fresh.
MSB-F - front-engined, rear- and all-wheel drive
Starting in 2017, we'll see the third-generation of the Bentley Continental range. All three models (GT coupe, GTC convertible, and Flying Spur sedan) have been renewed again.
Baby Porsche Panamera: known so far as the Pajun, the BMW 5 Series-rivaling Porsche could also spawn a smaller Bentley sedan, though that car has yet to be confirmed.
Second-generation Porsche Panamera -- you'll have to wait a while for this one, as the current Panamera only just finished rolling out its full model line at the end of last year with the Panamera GTS, and the facelift for the range will start no earlier than late next year.
MSB-H - rear-engined, rear- and all-wheel drive
Surprise! At this point, the rear-engine is and will remain to be exclusive to the Porsche 911 and its 20-something variations. The MSB-H will underpin the follow-up to the just-released 991-generation 911, so don't expect to see this any time before 2017.
