It is different because when GM was doing it the people in "the know" called it badge engineering and said bad GM. Now that VW is doing it is is called innovation and maximizing economies of scale, good VW.
ok, I fairly sure it comes down to this
- How can we make this new, already designed, vehicle different for the other branches/brands of our company? (GM: Chevy, pontiac, Lincoln, etc), vs
- What parts can we select from our parts department so we do not need to re-invent everything for this new vehicle? (VW), then toss in
- Use modular design for the various components as much as possible (VW). For instance have motor mounting points set up in the same place so various engine could be placed in a chassis.
The end result, as far as I can see it:
The products of the various VW companies will be much more controlled by Management and (hopefully) marketing i.e. a 2015 Audi XYZ could be 1, or 2/3 - depends entirely what management / Marketing wants that year. Specifically: The 2015 Audi XYZ could use the same engine/drivetrain/chassis/body as a 2015 VW ABC. Then the in 2016 Audi XYZ could use just the same engine as the 2016 VW ABC. Then in 2017 it could change yet again.
In addition, the term "modular", while 'liberating' to management & Marketing - will in the long term be 'limiting'. Eventually they will be competing on price as opposed to performance/handling/etc.
For instance, if ktm/Husqvarna/Husaberg all have to use the same engine mounts to be modular - it could well be that the mounts for some of the engines could dictate the frames.