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INDUSTRY & TRADE

Germany’s Volkswagen considers job cuts as electric car shift stalls

Volkswagen's factory in the heart of the east German city of Dresden was conceived as a showcase for the auto giant's electric future but on a September afternoon the production line stands still.

File photo shows Volkswagen employees assemble a VW ID.3 in the Dresden factory in 2021.
File photo shows Volkswagen employees assemble a VW ID.3 in the Dresden factory in 2021. Photo: picture alliance/dpa/dpa-Zentralbild | Sebastian Kahnert

Rather than serving as a shining example, the site, where the group’s flagship electric model ID.3 is finished, is more of an illustration of the challenges facing Volkswagen’s transition away from internal combustion engines.

Production of battery-powered vehicles at the plant is small scale and slower than its foreign rivals, which have left the storied German group for dust.

Chinese and American carmakers, such as BYD and Tesla, are well ahead of Volkswagen on the key components needed to make electric vehicles – notably in the area of battery technology.

Volkswagen is pouring tens of billions of euros into its pivot to electric vehicles. But with the economic outlook less than rosy, chief executive Oliver Blume has pledged to “work hard” on cutting costs to boost performance.

The slashing of 269 temporary posts at another key e-cars factory in nearby Zwickau recently has raised questions about the future of the workforce in Dresden, where only around 35 cars are produced every day out of the daily total of 40,000 made by Volkswagen worldwide.

The group this week admitted that it is “currently examining, with an open mind, how the (Dresden) site can be oriented in a sustainable and future-proof manner”, even as it insisted that “no adaptations are planned in the short-term”.

There were “no plans to stop production” of batter-powered cars at the plant, stressed Christian Sommer, spokesman for the Volkswagen unit in Saxony, after talks between workers and management.

VW executives were also at pains to underline that the jobs of some 300 people employed at the Dresden plant are safe for the time being.

But the emblematic plant’s purpose may have to be reimagined as Volkswagen’s electric ambitions struggle to get off the ground.

‘Weak market’

On a tour of the “Transparent Factory” in Dresden, the future of the plant is also a question posed by visitors and answered equivocally. One bemused guest wonders why the factory is not running full-time if the wait time for a new VW ID.3 is still around six months.

Volkswagen sold 321,000 battery-powered vehicles in the first half of 2023 – about 50 percent more than in the same period last year and roughly seven percent of its total sales.

But the sector has been blighted by low levels of demand.

File photo shows an electric car being charged outside the Volkswagen factory in Dresden.

File photo shows an electric car being charged outside the Volkswagen factory in Dresden. Photo: picture alliance/dpa/dpa-Zentralbild | Sebastian Kahnert

“The car market is weak because the world economy is weak,” Ferdinand Dudenhoeffer of the Centre Automotive Research told AFP.

High inflation and the end of key government subsidy schemes have dampened the clamour for electric vehicles.

The gloomy economic context adds to the pressure felt by Volkswagen from foreign competitors, which are producing EVs cheaper and faster.

In China, local manufacturers are eating up the share of the domestic market — a vital source of revenue for Volkswagen, where it had previously been strong.

Fossil fuel cars

At a time when price pressures are intense, Volkswagen will however only be able to present its ID.2all, a model with a starting price of under €25,000, in 2025.

The group is putting over €100 billion into its electric turn over the next five years.

The bulk of the financing will come from sales of its existing range of fossil fuel-powered vehicles.

“VW has to earn money with internal combustion engines to cross-finance its electric transformation,” Stefan Bratzel, director of the Centre of Automotive Management, told AFP.

He also believes that more job cuts may be needed at VW. At Zwickau, he estimates that 10 percent of the plant’s 10,000 workers will be moved on.

By Sebastien ASH

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ECONOMY

Why two leading grocery delivery apps are leaving Germany in May

Speedy delivery services boomed during the Covid years, offering customers the chance to have groceries delivered in minutes. But now two of Germany’s bigger players are leaving the country entirely. Could this be the end of the on-demand delivery trend?

Why two leading grocery delivery apps are leaving Germany in May

Speedy delivery start-ups Getir and Gorillas will leave Germany by mid-May.

After the 15th, customers will no longer be able to order groceries via the Getir or Gorillas apps, and delivery couriers in Getir’s branded purple suits, or Gorilla’s black jackets, will no longer be seen making dizzying laps on Germany’s urban streets.

Getir’s remaining warehouses will be closed down over the next couple weeks. According to WirtschaftsWoche, 1,800 Getir employees in Germany have already received termination notices.

The Gorillas app has continued to serve customers but is owned entirely by Getir, meaning that grocery delivery by Gorillas will also cease in Germany this month.

Why are grocery delivery apps failing?

The speedy grocery sector, sometimes called quick commerce (Q-commerce), grew immensely in recent years. But none of the fast grocery delivery start-ups have managed to turn a profit. 

They have instead been fuelled by large sums of investor money, which was easy to grab when customer numbers rose through the Covid pandemic.

Turkey-based Getir was founded in 2015 and began rapidly expanding in Europe six years later. At its peak, it had a valuation of $12 billion (€11.2 billion).

Meanwhile, Berlin-based Gorillas was founded in 2020, and expanded rapidly across the capital city, subsequently rolling out across Germany and the EU and even entering the US.

Shortly after Gorillas came Flink: yet another Berlin-based grocery delivery start-up, but in pink. Both Gorillas and Flink succeeded in achieving unicorn status, meaning that they grew to a $1 billion valuation within their first year of business.

However, Gorillas’ shining success was short-lived. From early on, the start-up faced criticism from workers who complained about physically hazardous working conditions, faulty gear, and stressful performance demands. 

Meanwhile the company was rapidly burning through investment capital in its efforts to expand into new markets and coax in new customers with hefty discounts.

READ ALSO: German discount supermarket Aldi Süd launches delivery service

Getir bought Gorillas at the end of 2022, despite signs that Gorillas was crashing at the time.

One year later, the writing was on the wall for Getir as it began winding down operations in France, Italy, Spain and Portugal. In August of 2023, Getir announced that it was laying off 2,500 workers, equal to about 11 percent of its staff at the time.

According to British broadcaster Sky, shareholders have agreed to give further funding to Getir on the condition that the company withdraw from the UK, Germany and the Netherlands to instead focus on expansion in its home market in Turkey.

With Getir and Gorillas out of the way, Flink has secured its position as Germany’s market leader. According to Flink, its annual turnover is twice as much as Getir’s, at €560 million.

But even as the clear market leader, whether or not Flink can succeed in making rapid delivery profitable remains to be seen.

The company reportedly secured a further €100 million to extend its runway in Germany for the time being.

Betting on speed was a fatal miscalculation

Those who lived in Germany’s bigger cities in 2020 or 2021 may recall a period when delivery apps like Gorillas, Flink and others were dominating advertisement spaces on the streets and in U-bahn stations.

Gorillas infamously promoted deliveries in “ten minutes” on its billboards, and even on the backpacks and jackets that its riders wore.

Gorillas backpack on a rider

“Groceries delivered in 10 minutes” was among Gorillas’ initial marketing campaigns. Photo: picture alliance/dpa | Annette Riedl

Eventually the brand phased out the ten minute suggestion, presumably because most deliveries took longer than that. But it stuck with speed-focused marketing, turning instead to slogans like “faster than you”.

But market analysts have since determined that the focus on speed was a mistake. Logistically, providing super quick deliveries requires too many warehouse locations and too many employees.

With rents and other costs increasing recently, the weaknesses of the speed-based delivery business model were exposed.

Delivery jobs can be hazardous and exploitative

Delivery start-ups also faced protests and bad press as delivery and warehouse workers complained that they suffered immense stress on the job, and bodily injuries. 

Furthermore many delivery companies stood accused of trying to circumvent workers’ protections, traditionally seen as a key pillar of Germany’s social market economy, by hiring most of their workforce as “self-employed” contractors rather than full or part-time employees.

Gorillas, in particular, faced an onslaught of bad press for years as the so-called Gorillas workers’ collective organised countless protests against the company, and dozens of cases of wage-theft were brought in Berlin’s courts.

Even as Gorillas and Getir exit Germany, these issues can be expected to continue.

On Friday, German and Dutch food couriers protested in front of the headquarters of Just Eat Takeaway in Amsterdam. Just Eat Takeaway is the parent company for Lieferando, which has about 7,000 employees in Germany. 

In response to these kinds of labour disputes, the EU Parliament recently adopted a Platform Directive aiming to improve the working conditions and rights of platform workers at food delivery companies, including measures to prevent companies from hiring “self-employed” workers.

The EU directive also hopes to provide protections for consumers. Companies with delivery apps will be obliged to provide more transparency about how their algorithms work.

READ ALSO: REVEALED – Where to buy groceries on a Sunday in Berlin

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