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Oct 28, 2013

PEERS GIVE VOLKSWAGEN A TOP SHOT AT GAINING U.S. MARKET SHARE

Volkswagen’s future in the American market looks impressive to an important group of observers: industry peers.

Following three strong years of double-digit sales growth in the United States, Volkswagen and Audi were expected to pick up market share over the next five years by about 60 percent of U.S. auto-industry executives who took part in Booz & Co.’s 2013 annual confidence survey, while another 33 percent expected the brands to “maintain share.”

Over the last few years, Volkswagen sales have been bolstered by the enthusiastic reception to the redesigned Beetle and the U.S.-made Passat sedan, as well as the brand’s industry-leading share of growing clean-diesel sales.

The estimation of Volkswagen and Audi was exceeded only by the collective prediction of 63 percent of respondents that Hyundai and Kia would gain U.S. market share during the next several years, while 26 percent expected the Korean marques to maintain share.

The prospects for VW and Audi, and for Hyundai and Kia, are far more promising than for any other brands operating in the U.S. market, in the estimation of survey respondents, even though their predictions for the top two finishers declined slightly from last year.