Around 11,000 Volkswagen dealers from 86 countries are gathering in Düsseldorf for the Brand Experience 2025, running until the end of March.
The event provides exclusive insights into Volkswagen’s strategy to strengthen its brand, enhance customer experience, and unveil its future model lineup, which includes over ten new vehicles spanning internal combustion, hybrid, and all-electric options.
Volkswagen Board Member Martin Sander emphasized the company’s focus on reliable products, emotional brand appeal, and strong dealership partnerships.
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“Volkswagen is back on track,” he stated, highlighting the crucial role dealers play in connecting with customers both in showrooms and online.
Key figures, including CEO Thomas Schäfer and design chief Andreas Mindt, will present Volkswagen’s brand realignment, new design language, and sales strategy. Dealers will get hands-on experience with upcoming models like the new T-Roc and future ID.
vehicles, with test drives available for models such as the Tayron. The event also includes workshops on design and retail, offering direct engagement with Volkswagen experts.
Sander stressed the importance of trust and collaboration between Volkswagen and its dealers, calling their partnership essential to achieving the company’s ambitious goals.
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