Volkswagen Sweden Eco Car Range: The Fun Theory

Volkswagen needed to penetrate the growing eco car category in Sweden but it lacked the patriotic appeal of Volvo and the green appeal of Toyota.

Volkswagen Sweden Eco Car Range: The Fun Theory

Agency: DDB StockholmClient:Volkswagen SwedenProduct:Volkswagens eco car range – BlueMotionTechnologies + Ecofuel

Objectives

In 2009, Volkswagen Sweden had a big challenge.

The future growth of the car market in Sweden seemed set to come from the eco car category.

But as an overview of "The Best Eco Cars" from leading Swedish newspaper Expressen in 2008 shows, VW wasn't aven in the top 10. Volvo, Toyota, Saab, Ford and even Skoda were seen as outperforming VW. (Source: Expressen, 'We name the best eco cars", 20thMay 2008...

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