Teaching Note: Revisiting business strategy for the Chinese market: a case of Volkswagen

Oliver Blume, the newly appointed chief executive officer (CEO) of Volkswagen (VW) Group, had just emphasized the company’s commitment to an ongoing plan aimed at transforming the German automaker from the bottom up by introducing the ACCELERATE strategy. This was aimed at expediting business transformation through digital and product portfolio transformation. Volkswagen in the post-COVID-19 era, especially in 2022, was still grappling with major business challenges in terms of cost, sales, competition, the fallout from the “Dieselgate” scandal in the backend and the race among major players toward electric mobility. In the fiscal year 2024, VW’s gains and losses in...