Beginning June 2026, Volkswagen Group will commence the direct online sales of new vehicles to consumers in Ireland. This change in approach will turn its retailers into the custodians of car handover processes, shifting away from their traditional sales roles.
VW Group Ireland plans to push online sales for all their six brands: Skoda, Volkswagen Passenger Cars, Audi, Seat, Volkswagen Commercial Vehicles, and Cupra. This strategy could potentially disrupt the Group’s existing relationships with dealers, but the details on compensation for dealers willing to embrace the new handover process remain unclear.
The Volkswagen brand boasts 39 outlets in Ireland, followed by Skoda with 27, Seat with 22, Cupra with 16, Audi with 11, and VW Commercials with 21. It’s not uncommon for a single dealer to offer multiple brands on the showroom floor.
VW insists this transition will be smooth for customers, and they will have the option to fully purchase cars online or experience the vehicle tangibly at a dealership.
Ireland represents one of the pioneer markets in VW’s new strategic plan for direct digital sales, mirroring initiatives of other brands who have chosen similar paths in various states. This model is predicted to go global across all car manufacturers soon.
Alicia O’Connor, Director of Sales Transformation and Customer Experience at VW Group Ireland, believes that while Irish consumers appreciate the convenience of online purchasing, many still prefer visiting a showroom and test-driving. She affirmed that the new sales system would meet both needs effectively.