VW makes the leap with new mega-platform
The new Volkswagen Golf is unveiled in Berlin in September 2012. photograph: fabrizio bensch/ reuters
Ulrich Hackenberg isn’t yet a household name but if Volkswagen’s multi-billion bet on his big idea pays off, he may join the likes of Henry Ford and Alfred Sloan in the canon of auto industry pioneers.
The world’s automakers have long considered the “global car” to be their Holy Grail – the same basic design that can be built, in subtle variations, and sold in different markets. Take that fundamental concept, stretch it across many different vehicle types, sizes and brands, then build them by the millions, and you begin to sense the enormity of Volkswagen’s rapidly evolving “mega-platform” strategy and its potential impact on competitors around the globe.
Hackenberg’s fundamental rethink of vehicle platforms, the industrial Lego from which cars are designed and made, is helping to power the German company to the top of the global sales charts several years ahead of its 2018 target. It could also make VW one of the most profitable carmakers in the world.
The strategy is not without risk. It could, for instance, expose Volkswagen to the threat of a massive global recall if a single part, used in millions of cars, fails. But rivals have taken note of the power behind its move. Volkswagen’s modular platforms are being benchmarked by most of the world’s top automakers, including Toyota and Ford, according to company executives.
VW’s work on its largest mega-platform, known internally as MQB, began in earnest in 2007 and is being implemented over the next four years at a cost of nearly $70 billion (€52.3bn). The potential payoff is compelling: Projected annual gross savings by 2019 of $19 billion, according to the bank, with gross margins approaching 10 per cent.
Industry-leading levels of commonality – the proportion of parts that can be shared among different models – are nothing new to VW. At a gathering in Japan five years ago, Renault and Nissan executives lifted the hoods on several VW Group vehicles side by side – including models from Skoda, Seat and Audi brands – and saw trouble.
“They had the same engines, the same clutches, the same ventilation – all identical parts,” says an executive who attended the presentation. “It was a level of commonality that didn’t exist at Renault-Nissan.”
VW’s sophisticated and highly flexible platform has the deceptively simple label MQB, a German acronym for “modular transverse matrix”. Virtually all of the group’s small and medium front-wheel-drive family models, including the latest generations of the VW Golf and Audi A3, are being designed around MQB as their base. The new platform features a far greater degree of plug-and-play modularity, flexibility and parts commonality than at Toyota, General Motors, Ford and other competitors.