Volkswagen drives to become top premium volume brand in the Middle East region

United Arab Emirates - August 16, 2020 

  • Realignment strategy to make Volkswagen the top premium volume brand in the Middle East region
  • New positioning enables Volkswagen to adapt prices of popular models - the Tiguan and Touareg
  • Realignment strategy aligns with introduction of the new Volkswagen brand design


Volkswagen Middle East has realigned its focus in a drive to become the ‘top premium volume brand’ in the Middle East. This new positioning enables Volkswagen to adapt the prices on two of its most important and most popular SUV models – the Tiguan and the latest generation Touareg.

Volkswagen is now offering its flagship model and 3rd generation Touareg with around 14% reduction depending on the specifications selected and the market purchased in. The compact Tiguan SUV, which is the brand’s bestselling Volkswagen model globally, now has a price reduction of 10%.

Victor Dalmau, Managing Director of Volkswagen Middle East, said: Volkswagen is positioned as a premium volume brand – and that’s where we want our focus to be. With this strategy in mind, we now offer very competitive prices which we believe will be suitable a lot to new and existing valued customers.”

He added: We are aiming to attract customers who don’t want to compromise on quality and safety and strongly value technology and design, but seek a fair price for what they get. Whether they are coming from volume brands or from premium ones, we believe we offer a good deal to both. Volkswagen is a very attractive price/value proposition, quite adequate nowadays with such a changing consumer behavior.” 

The price change comes alongside the brand’s introduction of its new brand design to the region, as Volkswagen looks to digitalize itself further and stand out from the competition. The new design aims to attract more youth to the brand and connect it to a wider customer base who are looking for modern comfort and design, quality, connectivity and affordability. 

To find out more about Volkswagen’s popular models and prices in your market and to contact your local dealership, please visit www.volkswagen-me.com

*Prices vary depending on the model specifications and market per market

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