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.