Porsche and VW to merge 10 brands under single roof

Porsche has announced it is partnering with the Volkswagen unit to create an integrated manufacturing group that unites 10 brands under one roof.

The decision followed a meeting last night between Porsche and VW executives, to thrash out a strategy for Porsche’s stalled takeover of VW.

“In the final structure, 10 brands shall stand below an integrative leading company alongside each other, whereby the independence of all brands and explicitly also of Porsche shall be ensured,” a statement said.

Porsche gave no more details for the plan that would include unspecified “capital measures.” looking “to develop a corresponding basis for decision-making” within a month.

Volkswagen is currently Europe’s largest automaker and currently rolls out nine brands while Porsche builds its namesake sports cars and Cayenne SUVs.

Volkswagen says it “welcomes the decision by representatives of the Porsche and Piëch family shareholders” and talks regarding the future structure will now take place between the two companies, representatives from their workforces and VW’s home state of Lower Saxony — which owns 20% of the carmaker.

Porsche announced back in January that it had built its stake in Volkswagen to more than 50% with an eye toward bringing it up to 75%. Porsche, however, is grappling with mounting debt amid the global auto recession

In the UK, VW’s latest TV ad was restricted to post-watershed viewing by the Advertising Standards Authority after the Golf ad received 1,066 complaints.
, the fifth-highest number ever, for being likely to cause “serious offence or distress” if shown earlier in the evening. It now must not air when children might be watching.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here