Volkswagen's original brand is "no longer competitive", the German giant's brand chief warned on Monday, due to high costs and low productivity.
"With many of our pre-existing structures, processes and costs, we are no longer competitive as a Volkswagen brand," Thomas Schaefer told staff during a meeting at the German carmaker's headquarters in Wolfsburg, Germany.
Volkswagen owns several brands including Porsche, Audi and its original Volkswagen brand, founded in 1937.
The company, one of the world's biggest carmakers, is in the middle of negotiations with its works council over a cost-cutting scheme at the VW brand, the first step in a group-wide effort to boost efficiency in the transition towards electric cars.
Its €10 billion savings program will include staff cuts, managers told staff on Monday.
The company had previously said it planned to take advantage of the "demographic curve" to reduce its workforce.
At Monday's meeting, human resources board member Gunnar Kilian said this would be achieved through partial or early retirement arrangements.
However, most of the 10 billion euro savings target will be achieved through measures other than staff cuts, Kilian added, with full details to be determined by the end of the year.
"We have to finally be brave and honest enough to throw away the things that are being duplicated within the company or are just ballast that we don't need for good results," said Kilian.