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by Daniela Köhler
Publications officer
Innovation partner novomind ensures data implementation and provides central product information management system
Suitable accessories for Volkswagen vehicles can now be selected online via the VW Configurator. Finding your perfect car has never been easier. Volkswagen Zubehör GmbH relies on the expertise, systems, and services of the Hamburg-based software company novomind AG for the implementation and central management of product data.
Its more than 8,000 vehicle accessories – from tow bars and roof boxes to complete wheels, alloy wheels, trim strips and more – are tailored for the manufacturer’s various passenger car and commercial vehicle models. As a wholly-owned subsidiary of Volkswagen AG, Volkswagen Zubehör GmbH, headquartered in Dreieich near Frankfurt am Main, is responsible for the development and worldwide marketing of Volkswagen accessories.
The VW Configurator allows you to customise your ideal car online. Since the beginning of 2026, the integration of centrally managed accessory data into the VW Configurator has expanded the vehicle-specific product options for passenger cars and commercial vehicles of the Volkswagen brand in Germany, Ireland and South Africa. A roll-out in further European countries is being planned.
As a long-term innovation partner, novomind provides the central product information management (PIM) system for the Volkswagen Group. Serving as a data distribution hub, novomind iPIM ensures the processing and automated delivery of consistent high-quality product and marketing data across all channels. The system’s high degree of automation facilitates the fast, efficient and seamless import of accessory product data. It also supports central data management and delivery in the VW Configurator.
novomind is part of a select group of Volkswagen partners working as an agile project team on digitalisation initiatives for all brands of the international automotive group. As an experienced provider of AI-based software solutions for digital commerce and omni-channel customer service from a single source, novomind supported the Volkswagen and Audi brands in presenting their new online accessories catalogues in the most user-friendly form as part of a headless commerce concept in 2024.
novomind obtained TISAX certification (Trusted Information Security Assessment Exchange) in early 2020. This information security standard defined by the automotive industry is a precondition for cooperation with the majority of manufacturers and suppliers in the German automotive industry today.
“We are delighted to contribute to the high quality of accessories data in the VW Configurator. Our systems are designed for the efficient import, central management and automatic delivery of product data. This ensures consistent accessories data across all channels and opens up new possibilities when buying your ideal car online,” says Stan Carstensen, CCO of novomind.
“Demand for matching original accessories increases with every new Volkswagen model. In Germany and two other markets, our vehicle accessories have now been fully integrated into the customer journey – from online vehicle configuration to ordering through your local Volkswagen dealer. For the first time, this also applies to commercial vehicles of the Volkswagen brand. We are thus offering a consistent, seamless customer experience – both online and at the dealership. This important milestone is a strong result of our cross-divisional collaboration with our innovation partner,” says David Pinder, Head of Product Management and Marketing at Volkswagen Zubehör GmbH.
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