In today’s turbulent automotive industry, it is essential now more than ever before that companies continuously evaluate themselves in terms of performance. Objective analysis of the competitive market environment allows for increased awareness within the company as well as long-term growth. Effective self-evaluation can be achieved through the critical analysis of the mission and vision of the organisation, as well as the construction of business matrices. This case study provides a critical overview of the Volkswagen (VW) group in terms of strategies, as well as the company’s mission and vision. The primary objective of this study is to critically analyse the market position of VW in order to create a set of potential, actionable strategies.