Clayton Christensen: Disruptive innovation

I believe VW is failing like this: ▶ this video (talk Disruptive innovation by Clayton Christensen). VW used to be the cheap option for the masses, hence the name "Volkswagen" = "people car". They could then successfully push out competitors by gradually raising quality and prices. But by now, VW is one of the most premium brands in Germany. So their usual "raise quality and prices" strategy has stopped working. My parents' generation loved their VW Golf, which back then was a cheap car for students. But nowadays, a new VW Gold can cost €44000 which is completely out of reach for most students and young adults. Similarly, they used to have ads mocking the fact that a VW Transporter was an extremely popular family car used for vacations and camping trips. At €90000 for a Volkswagen Transporter (version 7), it's now become more of a status symbol or collector's item. Actual families will buy a €8000 Dacia transporter. And in line with Christensen's talk, it looks like Dacia is now scaling up quality and raising prices, thereby pushing VW out of the budget market into the much smaller premium segment.

Oh man Thank You. I came across this video ( ▶ this video ) years ago and I've haven't been able to find it again since. Your comment gave me enough of a breadcrumb to finally track it down

Was it a lecture by Clayton Christensen by any chance? (can't find the lecture I had in mind but this one mentions the same part in passing) ▶ this video