Volkswagen, BMW and Mercedes: Neglecting commodity segments can be dangerous: Scale effects are vital in some markets. “The German car manufacturers are threatening to lose scale effects due to their luxury focus in the electric world and thus risk being fobbed off with worse conditions from battery suppliers in the future. Mass is particularly important here.” – Stefan Bratzel, Director Center of Automotive Management, in “E-Mobility: Germans are lagging behind – In the sales of pure electric cars, VW, BMW, Mercedes and Opel are losing market shares in this country”, Handelsblatt from October 4, 2022, page 24, No. 191
approach strategic pricing with a changed mindset and better assess the contribution of professional pricing to results.
