According to the fifth edition of the Thought Leaders 100 ranking, prepared by Horse Consulting, Volkswagen was classified as the most influential automaker in Latin America. The company achieved fourth place among the hundred most influential companies in the region, representing a significant advance of 41 positions compared to the survey conducted in 2025.
The study uses Big Data and Artificial Intelligence to assess the presence and positioning of executives and companies in the Latin American corporate landscape. Volkswagen accumulated 4,647 points in the Eminence Score, an indicator that evaluates elements such as digital engagement, event participation, relationship with the business ecosystem, and media visibility, without directly measuring sales or market share.
Transformation Strategy and Investments
This recognition coincides with a period of major operational transformation for Volkswagen in Latin America. The company announced a total investment of US$ 3.7 billion in the region until 2028, resources that will be applied to improving technologies, products, and strengthening local activities. This plan includes the launch of 21 new models in Latin American markets.
Among the products planned in this strategy is the Volkswagen Tera, an SUV developed in Brazil that will also be directed to other Latin American markets. Furthermore, the brand plans to introduce the regionally developed Tukan pickup and a new version of the Amarok in 2027. Electrification will also gain prominence, as starting in 2027, all vehicles manufactured by Volkswagen in Latin America will have at least one electrified option.
Commercial Performance and Executive Leadership
Parallel to the strategy, Volkswagen registered notable commercial growth. In the first half of 2026, the automaker sold 281,865 vehicles in South America, representing an increase of 10.6% compared to the same period in 2025. Brazil contributed 224,945 units, a growth of 21%, while the other Latin American markets showed an approximate advance of 14%.
Alexander Seitz, who holds the position of Executive Chairman of Volkswagen for Latin America, started in the 13th position in the ranking of most influential CEOs in the region, accumulating 2,905 points. He ranked second among automotive industry executives and reached seventh place in the C-Level Networking category.
Analysis Methodology
To arrive at these results, the 2026 edition analyzed an extensive volume of data, including over 800,000 journalistic articles, 120,000 publications on LinkedIn and X platforms, and more than 350,000 social media interactions. Events, associations, and business chambers were also taken into account, in addition to sponsorships and lectures held in more than 15 countries in Latin America.
In Brazil, a portion of R$ 16 billion out of the R$ 20 billion allocated by Volkswagen to South America until 2028 is concentrated. This national initiative foresees the introduction of 17 new vehicles, eight of which have already been launched, such as T-Cross, Amarok, Nivus, Nivus GTS, Tera, Golf GTI, Jetta GLI, and Taos.