Volkswagen is the most influential automaker in Latin America, according to a survey

Volkswagen is the most influential automaker in Latin America, according to the fifth edition of the Thought Leaders 100 ranking, prepared by Horse Consulting. The company ranked fourth among the 100 most influential companies in the region, advancing 41 positions compared to the 2025 survey. The study uses Big Data and Artificial Intelligence to analyze the presence and positioning of companies and executives in the Latin American corporate environment.

SEE ALSO:

• Volkswagen shares soar after approval of historic plan to cut jobs
• Volkswagen plant may manufacture military equipment from Israel and generates controversy in the country
• Volkswagen ID.4 arrives for R$ 299,990 and is the first real threat to Chinese

cars VW reached 4,647 points in the so-called Eminence Score. The indicator considers factors such as presence in the media, positioning of executives, digital engagement, participation in events and relationship with the business ecosystem. The methodology, therefore, does not directly measure sales or market share, but the influence and presence of companies on the different platforms analyzed.

The result comes during a transformation phase of Volkswagen’s operation in Latin America. The company announced investments of US$ 3.7 billion in the region by 2028, aimed at developing products, technologies and strengthening operations. The plan foresees 21 launches for Latin American markets.

New cars and electrification

The Volkswagen Tera is one of the products that are part of this strategy. Developed in Brazil, the SUV was designed to also serve other markets in the region. For 2027, the brand is preparing the arrival of the Tukan pickup, developed regionally, and a new Amarok.

Electrification will also have a greater share in the portfolio. From 2027, all models produced by Volkswagen in Latin America will have at least one electrified version.

The strategy is accompanied by commercial growth. In the first half of 2026, Volkswagen sold 281,865 vehicles in South America, up 10.6% over the same period in 2025. Brazil accounted for 224,945 units, a growth of 21%, while the other Latin American markets advanced approximately 14%.

Executive also appears among the leaders

Alexander Seitz, Volkswagen’s Executive Chairman for Latin America, debuted in 13th position in the ranking of the most influential CEOs in the region, with 2,905 points. Among executives in the automotive industry, he was in second place. Seitz also reached seventh position in the C-Level Networking category.

To arrive at the results, the 2026 edition analyzed more than 800 thousand journalistic articles, 120 thousand publications on LinkedIn and X and more than 350 thousand interactions on social networks. Events, chambers and business associations, sponsorships and lectures in more than 15 Latin American countries were also considered.

In Brazil, R$ 16 billion of the R$ 20 billion allocated by Volkswagen to South America by 2028 are concentrated. The national offensive foresees 17 new vehicles, eight of which have already been launched: T-Cross, Amarok, Nivus, Nivus GTS, Tera, Golf GTI, Jetta GLI and Taos.