Volkswagen Diesel - Don’t forget it’s a diesel: how making it OK to drive a diesel proved highly profitable for Volkswagen UK

Ben Malbon, Sara Donoghugh, Sarah Carter, Les Binet and Richard Butterworth

This paper, awarded the special prize for the Best Idea, tells the story of how making it OK to drive a diesel proved to be profitable for Volkswagen.
Agency: DDB London and DDB MatrixAuthors: Ben Malbon, Sara Donoghugh, Sarah Carter, Les Binet and Richard Butterworth

Volkswagen Diesel

Don't forget it's a diesel

How Making it OK to Drive a Diesel Proved Highly Profitable for Volkswagen UK

INTRODUCTION

In 2001 people thought diesels were boring, dull, noisy, smelly and sluggish. Less than a year later, people's perceptions had been changed radically. Volkswagen's diesel sales had increased dramatically in terms of both volume and value, Golf was the UK's best-selling diesel car, and people were buying more powerful and more expensive Volkswagen diesels than ever before. It...

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