A strong team behind a strong car

When Silke Bagschik returned from maternity leave in 2016, Volkswagen was in the early stages of the diesel crisis. “I couldn’t believe it. I asked myself: What will happen to our brand? We’re not like that after all,” she says looking back. On her own initiative, the experienced marketing expert sought her role in the company’s emerging electro offensive. She has been responsible for sales and marketing of the e-models for more than four years. “The change to electromobility is our big opportunity to make our contribution to climate protection. I know many colleagues who take pride in this. That’s just great,” she says. For the company, the e-offensive also creates the conditions for meeting political requirements such as the EU’s stricter CO₂ targets.

200 people under one roof

To get the ID.3 on the road as quickly as possible, the team moved into a dedicated project building in Wolfsburg. Around 200 people under one roof. Short distances. Flat hierarchies. Another important advantage: various experiences. Half of the team consisted of women and many nationalities. In this open climate, many innovative ideas for a vehicle that makes e-mobility suitable for the masses were born. “The composition of the team was very helpful in taking into account the needs of different target groups and making the ID.3 a car for everyone,” says Bagschik.

“Women are a huge target group. The better we fulfill their wishes, the more successful our models are.”

Christine Leuderalbert, Consultant in product marketing

Christine Leuderalbert is a consultant in product marketing. As a kind of champion of customer wishes, she knows many examples of how female influence shapes the face of a car – from design to special features. One example from the ID.3 is the large compartment in the center console, which can hold a handbag or a smartphone and wallet. Easy to recognize even from the outside: the choice of colors. In addition to Glacier White, Manganese Grey or Stonewashed Blue, the ID.3 is available in Makena Turquoise. Unusual on the car market. The optional white steering wheel is also due to female influence. “Women are a huge target group. The better we fulfill their wishes, the more successful our models are,” says Leuderalbert.

The intelligent lighting concept, ID. Light, was particularly important to her. It provides visual support for drivers by signaling when the vehicle is ready to move or indicating that the ID. is listening to the driver or passenger when voice commands are given. It also highlights information from assistance systems that, for example, prompts drivers to take an exit. “This is a big step into the future because the vehicle reacts to people and virtually talks to them,” says Leuderalbert. While driving, lighting effects in the interior create a particularly homely ambience.

The main focus of Melanie Metzger is on something else: deadlines and costs. As Head of the ID.3 Model Series, she was responsible for ensuring that budgets, content specifications and deadlines were met. “We only had four years from conception to market launch. This was only possible because we worked together quickly and agilely,” she says.

Decisions made at the ice cream machine

The motto inside the project HQ: short agreements instead of long meetings. “Sometimes we were able to clarify questions almost in passing because the right people met on the way to the ice cream machine,” says Bagschik. The result is a car that impresses with a lot of space, simple operation, sporty handling and high safety. A vehicle that is set to become a pioneer for the age of new mobility. “It was the most exciting job I’ve ever had,” says Metzger.

The trio are convinced that there are good career opportunities for women at Volkswagen. “When I started, engineering was a classic male profession. I was the only woman in my acoustics development department. Today it’s quite normal,” says Metzger. However, Bagschik also points out that children and family must not be allowed to become a brake on careers: “You must not put women in a position where they have to choose between children and a career. Volkswagen could be an even better employer if mothers and fathers were given more support with childcare.”

“We are convincing women”

Even after the successful ID.3 launch, Bagschik, Leuderalbert and Metzger want to continue to promote the change to climate-friendly e-mobility. Leuderalbert is particularly interested in sustainability over the entire life cycle – from the procurement of raw materials, especially interior materials, to recycling. Metzger is eagerly awaiting the reactions of customers: “We want to use this to make our products even better.”

Bagschik points out that after the ID.3 and the electric ID.4 SUV, many more members of the ID. family will be launched on the market: “We will not rest until we have an ID. model in every major segment and every customer can opt for climate-neutral mobility from Volkswagen.” So, there is still a lot to do. What unites the trio of women with regards to the future? Bagschik puts it this way: “We are convincing women.”