VOLKSWAGEN car sales in the Saudi market through its sole dealer Samaco are up 128 percent in the first quarter of 2012 compared to the same period in 2011. The company forecast higher sales in 2012 over 2011 in view of full availability of new models at competitive prices, the arrival of the new Passat and improved service programs to satisfy existing and potential customers. "The high sales performance of the first quarter of 2012 stems from the company's strategy to bring German-engineered quality products at affordable prices, and also from driving Volkswagen to its rightful position in the Saudi market by developing sales, marketing, logistics and investment," said Philip Burrluck, Volkswagen Brand Manager at Samaco. Key factors in the gain were the well-timed launches of the Touareg at the end of 2010 and the all-new Jetta launched in May 2011, supported by a special "Service Excellence Program" that includes unlimited mileage warranty for five years, 45,000 km free oil service and three-year roadside assistance for all new Volkswagen cars, Burrluck said. Additionally, Samaco's new fleet sales policy has reintroduced the brand to many fleet users and generated bulk orders. Taking a new marketing approach to reach the largest possible segments of its potential customers, Samaco organized regional road shows in the 3rd quarter of 2011 with test-drive events resulting in over 5,000 test drives. Social activities included the Volkswagen Junior Masters Cup involving eight international and local schools. Burrluck expects an increase in sales in 2012 because of Volkswagen's competitively priced 2012 models and Samaco's extensive investment in parts availability. A regional genuine parts supply outlet in Dubai additionally increases the already high parts availability ratio and enhances customer satisfaction. In 2012, a new refurbishment program for all regions All Volkswagen salesmen undergo an integrated two-year training program as part of the Volkswagen Excellence Program to develop skills in optional equipment, customer handling and financial programs.
