Volkswagen: the France director Gerrit Heimberg discusses a future for more accessible cars

In a car world where prices soar faster than a V8 engine, Volkswagen seems to have decided to take the bull by the horns, or at least to consider a strategy that even a panda in a tutu could appreciate. Gerrit Heimberg, the head of Volkswagen France, appears to think that revolutionizing the affordable car sector is a bit like trying to make your building’s elevator faster on a Monday morning: in theory, it’s possible, but in practice, reality can be rather… stubborn.

Volkswagen: The Time for Transparency and Accessibility

During the presentation of the latest version of the ID.3, that famous 100% electric compact car, Heimberg delivered a good old speech about "Volkswagen, the people's car." Yes, this old refrain still echoes in the hallways of the headquarters, but let’s admit, it doesn't seem to mean much when we pull out the credit card. The attempts to make this new wave of technology accessible are commendable, but are they truly living up to the promises?

Unbranded Models: From Craftsmanship to Mass Distribution

For those who love to take risks with their wallets, know that the German brand has gone above and beyond to bring these infamous entry-level finishes to life. Who would have thought that a T-Roc could now cost 4,600 euros less than its predecessor? It’s a bit like finding a 50-euro note in an old coat; it feels good, but it’s not going to turn you into an oil tycoon. The new Polos, Golfs, and other beauties are thus taking on a more accessible form, but isn’t it a bit of a sleight of hand?

The Strategy of Illusion: A Healthy Dose of Reality

Indeed, by lowering prices, Volkswagen hopes to attract a broader clientele, but this is not without consequences. Fewer features? Hello automotive insecurity! At this rate, we’ll end up with cars that won’t even be allowed to bear the VW logo on the hood. Between price madness and dealership frenzy, the real question is: can we really trust discounts shaped by marketing?

Electric: The Real Fake Promise

By 2025, the arrival of the ID.2all, an electric city car costing less than 25,000 euros, is heralded as the great comeback, the redemption of the automotive market. But again, we wonder: by what miracles will they manage to maintain quality while lowering costs? Simplifying the range, smaller batteries… it’s a bit like reducing the number of layers in a cake without it looking like a feudal fortress. Promises are woven in the air, certainly, but production realities might well catch up with the pretty words.

Toward a Turning Point in the French Market

Heimberg speaks of volume to succeed, but it’s all smoke and mirrors if the products do not meet customer expectations. The market needs trust, not statistics, and it’s not by throwing promos on a Tiguan or a Golf that we will bring smiles back to buyers trapped by old promises. It feels more like a dance on a volcano, smiles on their lips, but with the fire drawing closer.

Source: www.capital.fr

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