Volkswagen: Building the people's car
Agency: Proximity ShanghaiAdvertiser: Volkswagen Group ChinaBrand: VolkswagenCountry: China
Objectives
Volkswagen was once loved by the Chinese people.
Volkswagen has always built cars for the people. In German, 'Volkswagen' literally means 'the People's Car' and when China opened its gates to foreign investment in 1984, Volkswagen became the first foreign passenger car manufacturer 'for the people'.
At that time, total national production was only 5,200 vehicles and while any car purchase was a luxury purchase, consumers could only choose from a few models and brands. The early introduction of...