VW AUTOSTADT RECEIVES 20 MILLION VISITORS IN 10 YEARS
VW's famous Autostadt center in Wolfsburg celebrates its tenth anniversary this year. The VW theme park, complete with museum, technology center, hotel, assembly plant, had intended to celebrate the 20-millionth individual guest this year, but instead decided to donate Euro 20,000 ($27300) to the relief operation founded by the board of the Volkswagen Group together with the Montfort Missionaries for the victims of the earthquake in Haiti. Otto Ferdinand Wachs, the Autostadt's CEO commented: "The Autostadt's continuing popularity throughout the last ten years proves the idea to launch a new form of communication between Volkswagen and its customers has proved successful. The Autostadt has continued to develop as an innovative experiential world concentrating on mobility and has established itself as one of Germany's leading tourism destinations".
The Volkswagen Group decided to build the Autostadt at the Group's geographical headquarters in Wolfsburg, Germany in the mid-'90s. Employing around 1500 people, it is one of the biggest employers in Wolfsburg and makes a significant contribution to the region's job statistics.
The German National Tourism Board promotes the Autostadt as one of Germany's top ten tourism destinations. Built by Volkswagen to mark the EXPO2000 in Hanover, it will be represented in its tenth year in the context of a World Exposition at the EXPO2010 in Shanghai.
Right from the outset, one of the most important visitor groups consisted of people who had come to collect their new vehicles. Since opening, more than 1.4 million new cars, representing about 30% of the German private customer market, have been handed over in the CustomerCentre. This translates to about 550 vehicles per day leaving the largest car distribution center in the world.
In addition to developing customer loyalty, the Autostadt's primary function was to attract potential new customers. By bringing to life the diverse themes dealing with human mobility in exhibitions and events, the Autostadt has succeeded in introducing potential customers to the Group's products in an informal setting.
Regular market research has shown that approximately 20% of Autostadt visitors intend buying a new vehicle in the foreseeable future. More than 10,000 annual decisions to purchase makes the Autostadt the largest single place worldwide where decisions are made in favor of the Group's products.
Approximately 80% of all Autostadt attractions have either been completely renewed or refurbished. New attractions keep visitors interested, with the ZeitHaus being the most visited automobile museum in the world. Those interested in art and culture come for the extraordinary events the Autostadt stages, and everybody can take advantage of the special children and family areas as well as the first-class restaurants. The seven years of the Movimentos Festival Weeks, which was founded in 2003 as an international dance and cultural festival, has brought more than 200,000 visitors to the Autostadt.
75,000 annual-ticket holders, who visit the park several times a year, attest to the loyalty guests feel towards the Autostadt. In addition to the strong regional popularity, over half the guests come from out of state: about 43% of visitors come from within a radius of 60 miles of Wolfsburg, 33% travel up to four hours to get there and 24% undertake a trip of more than four hours.
A cornerstone of the Autostadt has been the highest quality of service, from the organically certified Autostadt restaurants and the multiple award-winning five-star hotel "The Ritz-Carlton, Wolfsburg" with its three Michelin-Star restaurant Aqua. This has been recognized by visitors, who rate overall satisfaction at 95%. Satisfaction levels for the car collection and "experiential day" reached a record figure of 97%.