The strategy does not land, and the consequences are very serious.

The news that Herbert Diess, CEO of Volkswagen Group, has been widely reported. As more and more information is made public, you can gradually see the entire event of the entire event. Here Reason and revelation.

Dis Keywords: strategic transformation

As a starting point of the Public Supervisory Board's evaluation of Dis, the official evaluation Dis played a key role in the group's strategic transformation. Future strategic direction.

From the perspective of Volkswagen's management, since Dis has been at the helm in April 2018, the main contribution is to promote the public to carry out strategic transformation, which is basically consistent with the outside world's cognition of Dis is the cognition of Volkswagen.

Volkswagen three strategic transformation

Since 2016, Volkswagen has implemented a total of three strategic transformations.

The first time was the former CEO Muron. In the "Together2025" strategy released in June 2016, it was changed to "Transform 2025+" in November of the same year. This is in the context of the "discharge door" scandal. Adjust the center of gravity from fuel vehicles to electric vehicles.

The entire strategy contains three stages of milestones: the first stage is 2020, and the vision is to support huge investment in electric vehicles through reorganization and transformation of core businesses; the second stage is 2025, and the vision becomes the leading force of electric vehicles; the third phase is stage; the third stage It was 2030, and his vision became a leader in electric vehicles.

Based on the above three visions, Volkswagen has formulated a total of 16 key tasks at the group level, and further decomposes it into the brand strategy and Function Strategy. It is eventually converted to KPI indicators to individuals Essence

Volkswagen completed the first stage milestone in 2019. Therefore, the "Together2025+strategy" was proposed that year, and the focus was turned to the software.

"2025+" officially released the vision of Volkswagen to transform into a software -driven car company in 2025. The organization has separated software and hardware development, and software is the new core competitiveness of Volkswagen.

This time Dis stepped onto the front desk and became the real trader. Based on the intent, Dis has further reforming the public at various levels such as resource investment, management process, organizational structure, and talent structure. Wailing for Dis's struggle with the union.

The third strategic transformation was released for the "New Auto Strategy" (2030 Accelerate) in 2030 in 21 years.

On this strategic basis, Volkswagen proposed a series of measures such as SSP platforms and Cariad, but at the same time, Dis's struggle with trade unions was also publicized.

The huge resistance in strategic landing

Volkswagen's three transformation strategies can be briefly summarized into electric (first) and intelligence (second and third). On the whole, Dis's strategy formulation is successful and has been obtained by the Public Supervisory Committee. Approve.

However, often a good strategy or successful strategy will face huge challenges during the landing process.

Because any transformation will cause damage to the existing interest groups. In terms of electrification, Dis as a whole was promoted online in the predecessor Mueller, which also achieved phased success and relatively low resistance; Dis personally fucking software, Dis has become increasingly uncomfortable and resistant.

During the landing process, Dis served as the pioneer of reform, but as the "foreigner" of the public, Dis did not accumulate enough allies. In various complex political struggles, it was gradually marginalized. The internal resistance and challenges were suffered from the rotation of loudly.

Dis himself at the helm of the CARIAD software department, investing hugely, but the progress of the landing was not smooth. Due to the software problem, the core model of the Volkswagen Artemis autonomous driving project was delayed and became the fuse of Dis's steps down.

In addition to the former Board of the Board of Board of Germany, officials and workers (20%of the shareholding), Dis also lost the trust of the Porsche and Piech family representatives (50%holdings).

Automotor reference summary

From the Emperor Dis's step -down incident and sorting out the process of the strategic transformation of Volkswagen, I generally had a little feeling and inspiration.

Feeling is a large global company with 12 brands and 670,000 employees. Its strategic formulation process is not mysterious. The big logic of the entire strategic management process and planning is still the same. Insight industry trends, starting from vision to strategic goals, to strategic goals, to strategic goals. Go to KPI, action plan, organizational guarantee.

More importantly, three points inspiration:

First, the fundamental strategy is actually a test of leadership. Behind it depends on how strong self -criticism is the organization. The test is to dare to revolutionize its own life, dare to face contradictions and conflicts, and dare to dare to face conflicts. Do not dare to change the interest pattern.

Second, a bureaucratic collective decision -making organization often has very strong major corporate diseases. Once the transformation is transformed and the interests of all parties will be difficult to do.Without being in place, you can have an attitude with cognition, and you can advance the action with an attitude.Third, strategically formulate, but it is difficult to land on the ground. How to land on the ground is the key during the landing process.

The above contradictions are common in many companies. Recently, they are planning a strategic workshop with several friends. At present, the feedback from potential customers is good. We can provide some DEMO trial lectures and training. During the epidemic period, online efficiency has also been developed.And lightweight ways, welcome friends who are interested to communicate at any time.

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