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One platform for many brand identities.

Digital transformation at Volkswagen Group

Supporting multiple vehicle brands
Consolidating to one content management system
Delivering countless personalised customer experiences

Volkswagen uses these solutions:

Adobe Experience Manager Sites

Adobe Experience Manager Assets

Adobe Analytics

Adobe Target

https://video.tv.adobe.com/v/3429065/

“If you're a brand within Volkswagen, your main concern is your identity. Each brand needs to be perceived completely different, but the underlying tech stack can be harmonised.”

Stefan Imme

Head of Group Sales IT, Volkswagen Group

With iconic brands such as Audi, Bentley, Lamborghini, Ducati and Cupra, the Volkswagen Group offers a unique portfolio of vehicles and services to customers worldwide. Volkswagen’s strength lies in showcasing the diversity of its brands in the market, with each having its own role, responsibility and position.

To further elevate these distinct brand identities, the Volkswagen Group needed to standardise its content management system (CMS) and rationalise its technology stack to provide a consistent foundation for each brand, while still offering the flexibility to customise experiences according to specific brand identities and customer needs.

Leveraging Adobe Experience Manager Sites, Experience Manager Assets, Analytics and Target, Volkswagen built an integrated marketing tech stack that provides content management, personalisation and analytics to each brand and enables them to create individualised customer experiences.

The centralised platform, “One CMS,” is helping Volkswagen achieve cost savings, accelerate time to market and deliver more innovation to customers faster than ever before. With a vision to bring personalisation to the individual vehicle driving experience, Adobe Experience Manager will help to bring this to life.