Ashish Gupta on Tiguan R-Line and Volkswagen’s future plans in India

Volkswagen India recently unveiled the all-new Tiguan R-Line in India. As the flagship SUV and a global best-seller, the launch of the third-generation Tiguan, in its R-Line avatar, reflects Volkswagen’s strong commitment to its Indian customers. Built on the advanced MQB Evo platform, this latest iteration features a new chassis that promises not just exceptional driving dynamics, but also a refined ride experience. To delve deeper into what this launch means for the brand and its future in India, we spoke with Ashish Gupta, Brand Director, Volkswagen India. Excerpts from the interview…

TOS: How did you decide on bringing the R – Line to India? 

AG: The idea was very clearly about how do we carry forward the performance positioning that we have created with our GT and the GT lines and also to make sure that whatever car we bring in as an FVU is a fully equipped, fully specced vehicle, so that’s why the R line, because it carries forward that performance positioning. It gives the car different road presence altogether and is fully equipped. 


TOS: What according to you are the standout features in the R – Line? 

AG: Oh, if I start going into that, it’ll take half a day, but I think, the pure power, this car offers, the brilliant eight-speaker sound system…Amazing! The Dynamic Chassis Control Pro… you just glide on the road. It hugs the road and at the same time, any kind of terrain, it just takes it in its stride. I think the ADAS features are brilliant. One feature which I really loved is the Voice and Answer. You don’t need to turn your head to speak to the passenger at the rear. The car is picking up the conversation, and amplifying it through the car speakers, and that’s a very, very important safety feature. It’s an amazing thought. When you’re travelling with family, sometimes because of children sitting and music playing, there is so much noise and you’re looking back at talking. No need to do that. You can just continue to focus on the road. The car is picking up your voice and everybody can hear everybody. A lot of such Easter Eggs in our cars. 

TOS: You have announced your next car, but what’s coming after that? 

AG: One step at a time. This was an important step for us to complete this year because this is one step into our journey of growing the brand, in India. The next step, I’ve already announced – the Golf GTI, coming in later, next month. And then, we have a couple of other aces lined up, big ones… in due time. 

TOS: This year? 


AG: This year, towards the end of this year, early next year.

TOS: You spoke about growing the brand. Can you tell us about what steps you have taken to endear Volkswagen cars to the people? 

AG: How are brands built? Brands are built by consistency. Brands are built by meeting promises. Brands are built by making commitments that you stand true to. That’s what brands stand for, and that’s why people start loving that brand. And that’s what we have done over the last five or six years. I remember very clearly, we went out in 2021 saying that we want to take a premium positioning in the market. We went out to the market with a promise of build quality, safety, and a fun to drive experience, which we provided throughout our entire product lineup, whether it was the Global NCAP 5 star rating, whether it was the outstanding quality that we had, whether it was the GT badging, which made the experience even more fun to drive. That is the kind of consistent messaging and proof on the road that we have provided to the customers and that is what has built the brand. 

TOS: But despite of all this your share in the market remains at roughly 0.94%?

AG: Yes, around, around one per cent.

TOS: What do you attribute that to?

AG: No, I think, it all depends on the kind of product portfolio that you have. Basically, I’m present with two cars. Virtus, where we are the segment leader, and the Taigun, which are turbo petrol engines. Now, it is easy to say that the Taigun has not done well, but I see it differently. The Taigun is a petrol only, with turbo engines. If you look at how much of that is the A0 SUV segment, it’s only 20% of the A0 SUV segment is petrol turbo only. And in that, the Taigun is doing fabulous numbers. It all depends. These are conscious choices you make. We decided that we want to be present in limited segments, where our competitive advantage is never lost as a group or as a brand. Our competitive advantage is the Volkswagen DNA of safety, build quality, and fun to drive. So, for any brand to succeed, you have a true stay true to your competitive advantage and that’s what we have tried. 

TOS: There’s so much being said about Volkswagen’s troubles in India vis-à-vis the Indian government, tell us about how you plan to counter?

AG: As a global organization, we abide by all the regulations and all the rules that are applicable by the Indian government, and that is what we have done. We have been doing this business for the last 20 years and that that is where our position is. Beyond that, I don’t think it is the right time or the right occasion to comment. 

TOS: Tell us about the people who are buying Volkswagen cars right now, are they youngsters, singles, family people, their gender, etc?

AG: If you look at it in the Indian market, because of the pure demographics, we have a very young population, so if you take up any brand today, 80 to 85% of their customers will be in the age group of 35 to 48, because those are the kind of customers who can afford buying a car. So, demographics, across brands, across price points would be similar. What would differ is what kind of customers, in terms of businessmen, salaried people, etc.  So, for Volkswagen, our biggest customers have always been professionals…the engineers, the lawyers, the doctors, the corporate guys, and that is what stays true for us, because Volkswagen is something which you have to understand. That’s how I like to believe it. And that continues to be our forte, and that is also what we thrive on. But an important thing is also that almost 33% of my customers are women, which is way beyond what other brands sell to. So, the kind of safety that a car provides, the kind of, cocoon that our cars provide, I think it appeals a lot to women drivers.

TOS: Volkswagen has been quite experimental with colours, on both, the Virtus and the Taigun, how has that been received? 

AG: It’s been brilliant! If you look at it, we have actually changed the entire landscape of how colours are bought by Indian customers. I remember when we launched the Taigun with the Curcuma Yellow, everybody was saying, “WOW! What colour is this?” And look at it! After that, virtually every brand with a new launch, actually came up with a similar colour. So, Curcuma Yellow still continues to do well, my mix of that colour is almost eight per cent of my sales. The bright reds which were frowned upon in India, of course, they were made cult by the Polo Red, so that is how they continue to do very well. I think, Indian customers are also changing. Indian customers have a very wide taste. It’s a question of giving them the right choices.