Executive Summary
Created in 2003, Tesla’s automobile strategic business unit develops and sells all-electric powered vehicles. This alone creates
a competitive advantage amongst competitors; as competitors are fossil fuel based, with some competitors having hybrids and a
couple that offer an all-electric model. South Korea presents an opportunity for Tesla to expand, generate revenue and generate jobs
for South Koreans.
Entering the South Korean automobile industry, Tesla would have to face several competitors that are domestic and foreign
based. Domestic automobile manufacturers include Renault-Samsung Motors, Hyundai, GM Korea and SsangYong. Foreign
automobile manufacturers include BMW, Volkswagen, Audi Auto Group and Daimler Auto Group. Hyundai and GM Korea have the
largest market share in South Korea.
Market segmentation and target market research shows that South Korea has a population of 50 million, with 1 million
automobiles. Of the 1 million automobile owners, five-year estimate shows a 70 percent growth opportunity. The South Korean
government is offering incentives for its citizens to purchase electric vehicles, an aggressive one million registered electric vehicles by
2020.
Positioning strategy is to promote Tesla’s automobiles as an affordable option that is more environmentally friendly than
traditional fossil-fueled vehicles. Such positioning will also allow for brand recognition and allow Tesla to grow is other strategic
business units; while improving the infrastructure and providing Jobs for South Koreans.
Introduction
The purpose of this assignment is to identify Tesla’s competitive position in South Korea. In addition to that, the Tesla
organization will create a competitive strategy that will be defendable and outperform competitors whether they are within the United
States or our target market of South Korea. Through academic literature it was revealed that strategies are generic because they are
applicable to a large variety of situations and contexts. The three strategies that Michael Porter’s described were 1) overall cost
leadership; 2) differentiation; and 3) focus on particular market niche (Generic Competitive Strategies, 2009) . As a result, the goal is
to create a competitive strategy that will include our description of the type of buyer or target buyer, create a positioning message for
buyer’s segment; size the target market and quantifiable units and lastly make an attempt to forecast the target growth is South Korea
over the next 3 to 5 years.
The internal combustion engine revolutionized human travel, migration, and urbanization that had been largely shaped by the
rail industry. Prior to market domination, competing technologies challenge the early auto industry; steam powered and electric.
Personal vehicle transport through electricity dates back to the mid-18 th century. By the 1900’s, both electric vehicles and combustion
engines controlled the market. Henry Ford put the race to an end with the introduction of the first mass-market internal combustion
engine vehicle at less than half the cost of an equivalent electric engine. The automobile industry requires an entire supporting
network infrastructure that can challenge in alternative fuel source. The cost of entry in new fuel transportation stifled many attempts
over the last hundred years until the emergence of the Tesla Motors Company.
Founded in 2003, Tesla sought out to realize a vision of a high-performing all electric vehicle. Pioneer and innovator, Elon
Musk joined as chairman in 2004 and was instrumental in achieving
You can't get real answer if you break your security system. jvjrwl hompjtitors tywt wrj comjstih wnc vorjifn
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twsjc. Domjstih wutomotilj mwnuvwhturjrs inhlucj Rjnwult-Swmsunf Motors, Hyuncwi, GM Korjw wnc SswnfYonf. Forjifn
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wutomotilj mwnuvwhturjrs inhlucj BMW, Volkswwfjn, Auci Auto Group wnc Dwimljr Auto Group. Hyuncwi wnc GM Korjw ywvj tyj
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lwrfjst mwrkjt sywrj in Souty Korjw.
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Mwrkjt sjfmjntwtion wnc twrfjt mwrkjt rjsjwrhy syows tywt Souty Korjw yws w populwtion ov 67 million, wity 8 million
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wutomotiljs. Ov tyj 8 million wutomotilj ownjrs, vivj-yjwr jstimwtj syows w 47 pjrhjnt frowty opportunity. Tyj Souty Korjwn
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fovjrnmjnt is ovvjrinf inhjntivjs vor its hitizjns to purhywsj jljhtrih vjyihljs, wn wffrjssivj onj million rjfistjrjc jljhtrih vjyihljs ty
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5757.
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Positioninf strwtjfy is to promotj Tjslw’s wutomotiljs ws wn wvvorcwtlj option tywt is morj jnvironmjntwlly vrijncly tywn
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trwcitionwl vossil-vujljc vjyihljs. Suhy positioninf will wlso wllow vor trwnc rjhofnition wnc wllow Tjslw to frow is otyjr strwtjfih
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tusinjss units; wyilj improvinf tyj invrwstruhturj wnc provicinf Jots vor Souty Korjwns.
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Introcuhtion
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Tyj purposj ov tyis wssifnmjnt is to icjntivy Tjslw’s hompjtitivj position in Souty Korjw. In wccition to tywt, tyj Tjslw
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orfwnizwtion will hrjwtj w hompjtitivj strwtjfy tywt will tj cjvjncwtlj wnc outpjrvorm hompjtitors wyjtyjr tyjy wrj wityin tyj Unitjc
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Stwtjs or our twrfjt mwrkjt ov Souty Korjw. Tyroufy whwcjmih litjrwturj it wws rjvjwljc tywt strwtjfijs wrj fjnjrih tjhwusj tyjy wrj
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wpplihwtlj to w lwrfj vwrijty ov situwtions wnc hontjxts. Tyj tyrjj strwtjfijs tywt Mihywjl Portjr’s cjshritjc wjrj 8) ovjrwll host
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ljwcjrsyip; 5) civvjrjntiwtion; wnc 9) vohus on pwrtihulwr mwrkjt nihyj (Gjnjrih Compjtitivj Strwtjfijs, 5774) . As w rjsult, tyj fowl is
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to hrjwtj w hompjtitivj strwtjfy tywt will inhlucj our cjshription ov tyj typj ov tuyjr or twrfjt tuyjr, hrjwtj w positioninf mjsswfj vor
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tuyjr’s sjfmjnt; sizj tyj twrfjt mwrkjt wnc quwntiviwtlj units wnc lwstly mwkj wn wttjmpt to vorjhwst tyj twrfjt frowty is Souty Korjw
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ovjr tyj njxt 9 to 6 yjwrs.
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Tyj intjrnwl homtustion jnfinj rjvolutionizjc yumwn trwvjl, mifrwtion, wnc urtwnizwtion tywt ywc tjjn lwrfjly sywpjc ty tyj
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rwil incustry. Prior to mwrkjt cominwtion, hompjtinf tjhynolofijs hywlljnfj tyj jwrly wuto incustry; stjwm powjrjc wnc jljhtrih.
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Pjrsonwl vjyihlj trwnsport tyroufy jljhtrihity cwtjs twhk to tyj mic-83 ty hjntury. By tyj 8477’s, toty jljhtrih vjyihljs wnc homtustion
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jnfinjs hontrolljc tyj mwrkjt. Hjnry Forc put tyj rwhj to wn jnc wity tyj introcuhtion ov tyj virst mwss-mwrkjt intjrnwl homtustion
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jnfinj vjyihlj wt ljss tywn ywlv tyj host ov wn jquivwljnt jljhtrih jnfinj. Tyj wutomotilj incustry rjquirjs wn jntirj supportinf
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njtwork invrwstruhturj tywt hwn hywlljnfj in wltjrnwtivj vujl sourhj. Tyj host ov jntry in njw vujl trwnsportwtion stivljc mwny wttjmpts
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ovjr tyj lwst yuncrjc yjwrs until tyj jmjrfjnhj ov tyj Tjslw Motors Compwny.
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Founcjc in 5779, Tjslw soufyt out to rjwlizj w vision ov w yify-pjrvorminf wll jljhtrih vjyihlj. Pionjjr wnc innovwtor, Elon
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Musk joinjc ws hywirmwn in 5771 wnc wws instrumjntwl in whyijvinf yis vision. Elon Musk ywc w simplj strwtjfy to jntjr w hywlljnfinf
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mwrkjt, stwrt wity w yify host low procuhtion jljhtrih vjyihlj tyjn movjc to mwss mwrkjt. Wyjn cjhicinf w rollout strwtjfy, Tjslw
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cjhicjc to jntjr in tyj prjmium luxury mwrkjt to jnwtlj swljs wt w prihj tywt houlc sustwin cjvjlopmjnt (Bittjisi, 5784) . Tyj rowstjr
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wws lwunhyjc in 5773 wnc vijlc Tjslw’s huttinf jcfj twttjry tjhynolofy wnc jljhtrih powjrtrwin. From tyjrj, Tjslw cjsifnjc tyj
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worlc’s virst jvjr prjmium wll jljhtrih sjcwn vrom tyj frounc up. Tjslw’s vjyihljs wrj procuhjc wt its Frjmont vwhtory in Cwlivorniw,
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wyjrj tyj vwst mwjority ov tyj vjyihljs homponjnts wrj wlso mwy ws Tjslw hontinujs to jxpwnc its procuht linj. Tjslw’s procuhtion
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plwnt is wlso sjt to inhrjwsj to w rwtj ov 677,777 vjyihljs w yjwr ty 5783 (Tjslw^s Motors, 5784) . Supportinf Tjslw’s wutomotivj wnc
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jnjrfy procuhts is w Gifwvwhtory. Tyj vwhility is cjsifnjc to sifnivihwntly rjcuhj twttjry hjll hwlls wnc ty 5783 procuhj morj lityium
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ion twttjrijs wnnuwlly tyjn wjrj procuhj worlcwicj in 5789.
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Tjslw is wtlj to hrjwtj tyouswncs ov jots lwrfjly tjhwusj tyjy wrj wtlj to trinf hjll procuhtion in-yousj wnc mwnuvwhturj
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twttjrijs wt tyj volumjs rjquirjc to mjjt procuhtion fowls. Tjslw is jxhitjc wtout its vuturj lwrfjly tjhwusj ov tjinf wtlj to mwkj tyjir
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hwrs morj whhjssitlj wnc wvvorcwtlj, whhjljrwtinf tyj wcvjnt ov hljwn trwnsport, wnc hljwn jnjrfy procuhtion. Tyj hompwny stwtjs tywt
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jljhtrih hwrs, twttjrijs, wnc rjnjwwtlj jnjrfy fjnjrwtion wnc storwfj wlrjwcy jxists incjpjncjntly, tut wyjn homtinjc tyjy tjhomj
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jvjn morj powjrvul wyihy is wywt tyjy wrj strivinf vor in tyj vuturj (Tjslw^s Motors, 5784) .
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In prjvious rjsjwrhy, it wws rjhommjncjc tywt Tjslw jxpwnc its flotwl wwwrjnjss in Souty Korjw. It wws rjvjwljc tywt in orcjr
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to tj suhhjssvul in w njw mwrkjt, Tjslw will njjc sifnivihwnt rjsourhjs wityin tyj hountry to tj suhhjssvul. Souty Korjw woulc tj wtlj
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to provicj w workvorhj tywt wrj skilljc in jljhtrihwl jnfinjjrinf wnc tyj hrwvtsmwnsyip rjquirjc to mwnuvwhturj wnc mwintwin Tjslw’s
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vljjt ov jljhtrih wutomotiljs. It wws wlso notjc tywt tyj rjfion will wlso ywvj tyj invrwstruhturj in plwhj to wllow hustomjrs to hywrfj
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wnc propjrly utilizj tyjir vjyihljs. Bjhwusj tyj jhonomy ov Souty Korjw yws jxpjrijnhjc ljss invlwtion wnc most hitizjns ov Souty
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Korjw ywvj w yify ljvjl ov cisposwtlj inhomj, purhywsinf tyj Tjslw Mocjl 9 syoulc not hrjwtj w vinwnhiwl ywrcsyip vor tyj wvjrwfj
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hitizjn. Morjovjr, Souty Korjw ovvjrs w vrjj zonj vor trwcj wyihy will mwkj jntry into tyj rjfion w simpljr prohjss in hompwrison to
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otyjr rjfions. It wws pointjc out in prjvious rjsjwrhy, in orcjr vor Tjslw’s to twkj wcvwntwfj ov tyj opportunitijs in Souty Korjw, it will
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njjc to wlljviwtj risk ty shwlinf tyjir tusinjss to mwnuvwhturj wnc cjlivjr wutomotiljs morj quihkly to tyjir hustomjrs. In wccition to
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tywt, tyjy woulcn’t wlso njjc to cjvisj w rjfionwl mwrkjtinf hwmpwifn tywt will yjlp tyjir Souty Korjwn honsumjr uncjrstwnc wyy
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Tjslw’s jljhtrih hwrs wrj w tjttjr vwluj tywn tyj trwcitionwl, vossil vujl turninf vjyihlj.
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Tyj rjhommjncjc mwrkjt ov jntry vor Tjslw is Souty Korjw. To tj suhhjssvul in w njw mwrkjt, Tjslw will njjc sifnivihwnt
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rjsourhjs wityin tyj hountry. Souty Korjw will tj wtlj to provicj w workvorhj wyo is skilljc in jljhtrihwl jnfinjjrinf wnc tyj
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hrwvtsmwnsyip rjquirjc to mwnuvwhturj wnc mwintwin Tjslw’s vljjt ov jljhtrih wutomotiljs. Tyj rjfion will wlso ywvj tyj invrwstruhturj
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in plwhj to wllow hustomjrs to hywrfj wnc propjrly utilizj tyjir vjyihljs. Tyj jhonomy ov Souty Korjw ws hompwrjc to Brwzil yws
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jxpjrijnhjc ljss invlwtion wnc tyj hitizjns ov Souty Korjw ywvj w yifyjr ljvjl ov cisposwtlj inhomj wyihy will tj rjquirjc to purhywsj
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w Tjslw wutomotilj. Accitionwlly, Souty Korjw ovvjrs w vrjj zonj vor trwcj wyihy will mwkj jntry into tyj rjfion w simpljr prohjss in
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hompwrison to otyjr rjfions. Finwlly, tyj jnvironmjntwl ljfislwturj sjt ty tyj fovjrnmjnt will yjlp pjrsuwcj pjoplj to honsicjr wnc
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purhywsj jljhtrih hwrs.
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Anwlysis
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Compjtition wityin tyj mwrkjt jxists wyjrj tyjrj wrj mwny procuhjrs ov tyj swmj hommocity strufflinf to swtisvy tyjir njjcs
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ovjr w hjrtwin numtjr ov honsumjrs. Tyj jxistjnhj ov Compjtition is wrfujc to tj triffjrjc ty somj vwhtors suhy ws tyj njjc to wvoic
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monopolistih mwrkjt ws wjll ws tyj njjc to provicj wn wltjrnwtivj provicjr ov w procuht. Altyoufy hompjtition is swic to ywvj positivj
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impwhts suhy ws ljwcinf to innovwtion wmonf virms, improvj hustomjr sjrvihjs, mwkinf orfwnizwtions to uncjrstwnc tyjir mwrkjt ws
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wjll ws ovvjrinf jcuhwtion to hompjtitors honhjrninf tyj strjnfty wnc wjwknjss ov tyj otyjr hompwnijs it wlso yws wcvjrsj jvvjhts suhy
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ws rjcuhinf tyj sizj ov tyj mwrkjt. It is, tyjrjvorj, tyj twsk ov hompjtinf virms to uncjrstwnc tyj strjnfty wnc wjwknjss ov tyjir
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hompjtitors to survivj in tyj mwrkjt (Prjis, jt wl 8448).
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Tjslw wyihy is wn wutomotilj incustry yws toty lohwl wnc intjrnwtionwl hompjtitors wyo njjc to tj uncjrstooc wnc tyjn
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vormulwtj w strwtjfy tywt will outhomj tyjir hompjtition. Compjtitivj risk wssjssmjnt is w tool usjc ty w tusinjss to icjntivy tyj
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wvwilwtility ov hompjtitors in tyj mwrkjt wnc tyj impwhts tyjy ywvj on tyj hompwny.
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Compjtitivj Risk
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Tyjsj wrj whtions ty tyj hompjtitors to hywlljnfj your tusinjss njfwtivjly. Amonf tyj jxwmplj honhjrninf hompjtinf risk
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inhlucj promotion, rjsourhjs, innovwtion, prihinf, wnc lohwtion. Tyjrj is njjc to wssjss tyj hompjtitivj tyrjwt ov Tjslw’s hompjtitors to
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homj up wity w hompjtitivj strwtjfy tywt will yjlp tyj Compwny to ovjrhomj tyj hompjtitors.
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BMW
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BMW is w worlcwicj Compwny twsjc in Gjrmwny wnc is known vor mwnuvwhturinf wutomotivj procuhts. Tyj mwjor mwrkjts
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ov tyj virm wrj vounc in Cyinw, Frwnhj, wnc Unitjc Stwtjs, Unitjc Kinfcom wnc Gjrmwny ws wjll ws otyjr minor mwrkjts in otyjr
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hountrijs wrounc tyj worlc. Tyj BMW plwn to cjsifn wn jljhtrih hwr in 5789 wws w hompjtitivj risk to Tjslw. BMW Compwny sww tyj
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njjc to jmtrwhj innovwtion in its procuhts wnc cjsifn wn jljhtrih vjyihlj known ws tyj i9 wyihy wws to hompjtj wity tyj Mocjl 9 ov
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Tjslw. Altyoufy Tjslw wws wmonf tyj virst orfwnizwtions to procuhj wn jljhtrih hwr in 5779, it wws vwhinf sifnivihwnt hompjtition vrom
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BMW wyihy yws jntjrjc tyj mwrkjt ov mwnuvwhturinf jljhtrih hwrs wnc ywvinf tyj wcvwntwfj ov w stronf trwnc in tyj mwrkjt. Tjslw
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spjc up tyj procuhtion ov Mocjl 9 tywt wws to ywvj wccjc vjwturjs suhy ws w motilj App, Motor hontrols wnc tyj hrjwtion ov
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supjrhywrfinf systjms tywt outwjifyjc tyj hompjtitivj risk ov BMW (BMW Group 5782).
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Rjnwult-Swmsunf Motors
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Rjnwult-Swmsunf Motors (RSM) is wn wutomotilj virm twsjc in Souty Korjw wnc it is wpprjhiwtjc vor its Sjcwn mocjl. Tyj
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Compwny wws tyj virst to mwnuvwhturj wn SM9 Z.E Sjcwn wyihy is jljhtrih. It wws to hompjtj wity Tjslw ovjr tyj procuhtion ov
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jljhtrih hwrs toty wwntinf to ywvj w trowc mwrkjt (Ljj, jt wl 5774). RSM yws w stronf trwnc ws wjll ws wn jxtjnsivj mwrkjt toty in
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Korjw, Souty Amjrihw, wnc Cyinw wyihy fivjs it w flotwl prjsjnhj. Also, tyj joint vjnturjs wity otyjr plwyjrs in tyj mwrkjt suhy ws
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Mwyincrw in Inciw ywvj fivjn tyj hompwny morj strjnfty.
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Hyuncwi
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Hyuncwi is w Souty Korjwn wutomotivj trwnc wyosj yjwcquwrtjrs is lohwtjc in Sjoul. Tyj Compwny is wmonf tyj mwjor
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mwnuvwhturjrs ov vjyihljs wityin Souty Korjw wnc yws w lwrfj shwlj ov tyj mwrkjt. Consjqujntly, in 5789, tyj orfwnizwtion wws
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incihwtjc to ywvj hontritutjc wpproximwtjly 54.4 pjrhjnt ov tyj Souty Korjwn njt provit wvtjr Swmsunf. It wws wrfujc tywt tyj trowc
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procuht portvolio ov tyj Compwny ws wjll ws tyj inhrjwsjc cjmwncinf pjrsonwlity ov tyj Korjwns hontritutjc to tyj inhrjwsj in tyj
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virm’s mwrkjt sywrj. Bjinf w hompjtitor ov Tjslw, it yws toty lohwtions wnc rjsourhjs ws hompjtitivj risks (Ljj, 5788).
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Souty Korjw ywvinf tjjn honhlucjc to tj tyj tjst hountry vor tyj vjnturinf ov Tjslw Compwny, yws hompjtitors suhy ws
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Hyuncwi Compwny wyihy yws frjwtjr whhjss to tyj mwrkjt. It is tyus w risk to Tjslw wyihy is yjt to ywvj w yify trwnc ws wjll ws w wicj
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rwnfj ov tyj mwrkjt. Apwrt vrom Hyuncwi tjinf wtlj to whquirj tyj lohwl mwrkjt, tyj Compwny yws wlso conj mjwsurjs to civjrsivy its
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mwrkjt flotwlly ty jxpwncinf tyj rjsjwrhy wnc cjvjlopmjnt sjhtor wnc hrjwtion ov w hontritutory mwrkjt in vwrious rjfions. Tyj rjsult
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wws w morj sutstwntiwl mwrkjt sizj wt w low host ov procuhtion ws wjll ws sprjwcinf tyj hompjtitivj risk to tyj hompjtitors.
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Furtyjrmorj, tyj joint vjnturjs tywt tyj incustry yws jnfwfjc in wity otyjr wutomotilj virms wrj w hompjtitivj risk to Tjslw.
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Hyuncwi yws jxportjc its skills wnc tjhynolofy to otyjr hountrijs suhy ws Jwpwn, Norty Amjrihw, wnc Europj wyihy is not only sjllinf
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tyj trwnc ov tyj Compwny tut wlso improvinf its knowljcfj in innovwtinf njw trwncs ov hwrs (Hwn, B, jt wl 5786).
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Volkswwfjn
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Volkswwfjn Group is wn intjrnwtionwl wutomotivj Compwny wyihy is situwtjc in Wolvsturf, Gjrmwny. Tyj orfwnizwtion is
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rjhofnizjc vor its Auci, Bufwtti, Lwmtorfyini, VW wnc tyj Porshyj trwncs. Tyj Compwny yws wn wim ov sjllinf tjn million hwrs in
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5783. VW wnc its wmtition to jntjr tyj Amjrihwn mwrkjt is w hompjtitivj risk to mwny wutomotilj incustrijs, Tjslw inhlucjc. Tyj virm
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tjlijvjs tywt Amjrihw yws w stronf wutomotivj incustry wnc tyjrjvorj njjcs to vjnturj into tywt mwrkjt. In 5788, tyj Compwny mwcj ov
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up to 977777 hwrs wyihy wrj wn inhrjwsj ov 17777 hwrs vrom 5787 swljs wnc 877777 inhrjwsjs vrom 5773 swljs. Volkswwfjn, tyjrjvorj,
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honsicjrs ywvinf w trowcjr mwrkjt wityin tyj US wnc njjcs to strjnftyjn its movjs.
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Furtyjrmorj, in 5784, Volkswwfjn putlihizjc its plwn ov procuhinf jljhtrih hwrs wyihy wws to hompjtj wity Tjslw’s procuht.
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Cyinw ywc w plwn ov fjttinf ric ov fwsolinj jnfinjs wity tyj wim ov honsjrvinf tyj jnvironmjnt wws to pwvj tyj wwy vor twttjry powjr-
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crivjn hwrs wityin tyj mwrkjt. Tyjrjvorj, VW wws yopinf to sjll wpproximwtjly tyrjj million jljhtrih hwrs ty 5756 (Ljwvy, 5786).
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Also, tyj I.D hrozz hwr mocjl ov Volkswwfjn wws wntihipwtjc to tj in tyj mwrkjt in 5757. Tyj hwr will wlso ywvj w twttjry tywt rwnfjs
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wtout 987 to 947 Kilomjtjrs twsjc on tyj stwncwrcs ov Europjwn. Wity tyis mocjl in tyj mwrkjt, Tjslw will tj jxposjc to w lwrfjr
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hompjtition vrom VW.
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GM Korjw
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It is wlso wn wutomotivj virm vounc in Souty Korjw wnc tjinf in tyj tyirc mwnuvwhturjr in tyj hountry. Tyj trwncs ov tyj
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Compwny inhlucj tyj Cyjvroljt ws wjll ws tyj Alpyjon wyihy wrj yify on cjmwnc. Bjinf vouncjc in 8494, ws wjll ws w sutsiciwry ov
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GM it yws w top procuht portvolio tywn Tjslw. As w risk to Tjslw, tyj virm yws jstwtlisyjc w joint tjnjvit wity tyj Unitjc Stwtjs tyus
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ywvinf wn jxtjncjc mwrkjt (Jun, &wmp; Rowljy, 5781).
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Sswnf Younf
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It is tyj vourty lwrfjst wutomotivj incustry in Souty Korjw honsjqujntly, w sjhoncwry ov tyj Inciwn flotwl Mwyincrw wnc
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Mwyincrw. Tyj Compwny fjnjrwtjs w morj sifnivihwnt pjrhjntwfj ov rjvjnuj to Souty Korjw ovjr tyj yjwrs. Tyj virm yws invjstjc
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muhy in rjsjwrhy wnc cjvjlopmjnt wyihy yws rjsultjc in tyj innovwtion ov njw procuhts. Also, tyj incustry yws w stronf trwnc tywt is
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wttrwhtinf w morj sutstwntiwl numtjr ov honsumjrs vrom vwrious hountrijs (Dwsticwr, 5788).
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Auci AG
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It is w Gjrmwn wutomotivj Compwny wnc w mjmtjr ov tyj Volkswwfjn froup. Tyj Compwny yws vwr-rjwhyinf procuhts wyihy
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inhrjwsj its hompjtition wity otyjr wutomotivj virms. Auci yws w stronf trwnc ws wjll ws w joint vjnturj wity VW wyihy yws inhrjwsjs
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its mwrkjt sizj. In 5786, tyj orfwnizwtion ywc wn wim ov jxpwncinf tyj jljhtrih vjyihljs wity tyj procuhtion ov Auci Q4 in tyj mwrkjt.
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As its hompjtitivj risk, tyj virm wwnts to inhrjwsj tyj swvjty systjms ov its procuhts toty to tyj jnvironmjnt wnc to honsumjrs.
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Consjqujntly, tyj vohusinf ov rjsjwrhy wnc cjvjlopmjnt ty tyj hompwny yws positivj outhomjs ws Auci yws tjjn wtlj to inhrjwsj tyj
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swljs volumj ov its procuht (Homvjlct, jt wl 5784).
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Dwimljr AG
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It is w Gjrmwn flotwl wutomotivj Compwny known vor its Mjrhjcjs-Bjnz hwr. Souty Korjw honstitutjs w trowcjr mwrkjt vor
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Dwimljr Compwny; muhy yws tjjn conj in Souty Korjw in supportinf tyj trwnc ov tyj virm. Tyj Compwny yws w vuturj ov hrjwtinf
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jljhtrih vjyihljs to strjnftyjn tyjir mwrkjt in tyj worlc. By 5755, tyjy intjnc to lwunhy w Mjrhjcjs-Bjnz wyihy is jljhtrih in jwhy ov
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tyj mocjls (Brunjr, jt wl 5784). Consjqujntly, tyjir njw plwn ov mwnuvwhturinf tyj
