Volkswagen Australia: From auto maker to online retailer

Volkswagen, the car brand, transformed consumer experience in Australia.

Executive Summary

This is a story of how Volkswagen pulled off an Australian first by transforming their bricks and mortar business into an online retail operation in just two weeks.

By behaving more like a fashion retailer and less like an auto brand, Volkswagen Australia sold 525 vehicles to the tune of $33 Million in value, with another $850K in deposits waiting through their new e-commerce platform. All in the face of closing dealerships, fluctuating demand and reduced supply.

What follows is a lesson in rapid business transformation, operational necessity and the power of retail in mitigating losses amidst a...

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