How thinking smaller helped make Volkswagen's 'unbelievable value' more believable

This case study describes how Volkswagen (VW) differentiated itself in a difficult UK market by emphasising fuel efficiency.

How thinking smaller helped make Volkswagen's 'unbelievable value' more believable

Dom Boyd and Elaine Miller and Emma Franklinadam&eveDDB and Mediacom

Summary

Imagine you're a car manufacturer caught in the headwind of a double-dip recession, where sales are 30% down on what they were.

Now imagine you sit in the middle of the market, with sales increasingly diverting to budget brands on the one hand and premium brands launching into your segments on the other.

Now factor in a need to increase your market share on a reduced budget.

You can stop imagining now.

This is a story of how...

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