#3 Volkswagen Group

Ranking as the third most intimate brand family, Volkswagen Group has an average Quotient Score of 48.1. Its strongest archetype is fulfillment. An average of 30% of consumers who use Volkswagen’s portfolio of brands are intimate with them.

Data was sourced from our most recent Brand Intimacy Study. To be ranked as a brand family, conglomerates needed at least 3 portfolio brands in our study. See Brand Family Methodology.

In comparing Volkswagen Group and Stellantis N.V., we see different strengths related to archetypes. Stellantis leads in identity and nostalgia, while Volkwagen’s brands are stronger in enhancement and ritual. Volkswagen Group also leads across all Brand Intimacy stages.