Interview with Matthias Ziegler, Managing Director of Volkswagen Middle East
Shereen Shabnam
At the dawn of an exciting new chapter for Volkswagen Middle East, we had the honour of meeting Matthias Ziegler, the Managing Director, soon after the launch of the all-new Tiguan. Matthias, a visionary leader dedicated to fortifying Volkswagen’s legacy in the region, brings a blend of innovation and strategic insight that has been instrumental in tailoring the brand’s presence for Middle Eastern drivers. From discussing Volkswagen’s distinct value propositions to introducing cutting-edge features, Matthias shares his vision for the brand’s future and the excitement surrounding the latest Tiguan.
Tailoring Volkswagen for the Middle Eastern Market
Volkswagen’s strong global identity is renowned, yet Matthias emphasizes the importance of adapting to regional nuances to enhance customer experience. “Our approach focuses on delivering value, especially for families,” he shares, pointing to the SUV’s appeal among local families who prioritize versatility, spaciousness, and advanced safety. “The Tiguan and other SUVs in our line-up offer the perfect balance of capacity and comfort for growing families who need ample luggage space, multiple seating options, and, of course, peace of mind on the road.”
A Legacy that Stands Apart
Volkswagen’s legacy in the Middle East is marked by long-standing partnerships and a deep commitment to the region. “In Kuwait, we have been present for over 70 years, dating back to 1954. Our importers in the UAE have partnered with us for more than 35 years,” Matthias explains. He underscores that this legacy isn’t just about longevity but about the trusted relationships the brand has cultivated with customers, bringing a local touch to a global brand.
The All-New Tiguan: Raising the Bar
As one of the year’s most anticipated models, the new Tiguan is much more than a facelift. “Design is key,” Matthias points out. “It is arguably the most beautiful SUV in the compact segment, blending Volkswagen’s signature dynamic styling with cutting-edge technology.” From a stunning 15-inch centre screen to ambient lighting and expanded boot space, the new Tiguan embodies the latest in VW DNA. Whether cruising through city streets or exploring the rugged landscapes of the region, it combines comfort and versatility with precision, making it a standout in the SUV market.
Volkswagen’s Vision for the Middle East
Volkswagen’s portfolio in the Middle East demonstrates a strong commitment to making SUVs that are as affordable as they are reliable. “We want to be a people’s brand here—bringing competitive, family-friendly models to the market that deliver on value without compromising on quality,” Matthias notes.
Moving Towards Electrification and Sustainability
Volkswagen is leading the change towards sustainability in Europe, and Matthias is optimistic about extending this vision to the Middle East when the infrastructure is right. “Volkswagen holds the No. 1 spot in Europe for electric vehicles, and we believe that sustainable mobility is essential,” he says. “However, creating a truly sustainable future requires a joint effort between car manufacturers and governments to develop the necessary charging infrastructure.”
Revolutionizing the Driving Experience with Connectivity
As the automotive industry advances towards a digital future, Volkswagen’s latest models are at the forefront of connected technology. “Our cars are intelligent,” Matthias remarks, describing features like Apple CarPlay integration, customizable digital cockpits, and comprehensive driver-assist functions. He highlights the safety features that have become a hallmark of the brand, including front assist, blind-spot detection, and an advanced fatigue sensor that can alert drowsy drivers. “These technologies aren’t just add-ons; they’re woven into the VW driving experience, enhancing both safety and comfort.”
Building a Thriving VW Community in the Middle East
For Matthias, the future of Volkswagen in the Middle East is about more than just vehicles; it’s about building a connected and engaged community. “One of the highlights of my role is engaging with our incredible partners and fans,” he reflects. From brand experience days in Oman, where over 150 sales consultants gathered to dive into Volkswagen’s values, to events like the recent GTI Fan Fest, Matthias sees a growing fan base energized by VW’s presence. “Our partners are crucial to this journey—they’re investing in new touchpoints to enhance the customer experience, creating spaces where VW fans can truly connect with the brand.”
A Vision for the Future
As Volkswagen steers into a new era, Matthias’s enthusiasm for the road ahead is unmistakable. “What excites me most is the community,” he says with a smile. “From our dedicated partners to our passionate fan base, Volkswagen Middle East is built on relationships, and we’re just getting started.”
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