Evaluation of the position of selected brands among the VW AG on the Czech market

The aim of this bachelor thesis is to evaluate the position of selected brands and models among the VW AG, represented by Audi, Seat, Škoda Auto and Volkswagen, as well as to determine how brands and differences between them are perceived in the eyes of customers and dealers. Furthermore, it is important to analyze what role is played by a very similar software and hardware basis, being the MQB platform. It must be mentioned that the research was conducted on models offered by these brands as representatives of a C-segment: Audi A3, Seat Leon, Škoda Octavia and VW Golf. The crucial part of research includes in-depth interviews, chosen as a research method. In order to diversify the results, interviews were conducted both with the representatives of selected brands and with customers of current generations of the examined models. The results indicated mostly connected approaches of same-vehicle owners. However, the research has also shown a significant degree of disagreement in crucial aspects. In conclusion, although the examined models are technically closely connected products, some customers perceive a vast difference between them. This conclusion fulfills the VW AG hierarchy of brands and we can claim that positioning and targeting on different types of customers are both considered to be successful. It can be confirmed that brands and models do not cannibalize on each other and the customer has a free and wide choice.