VW Amarok

To crack the New Zealand market, Volkswagen had to break into the ute (pick-up truck) category which accounts for 16% of all car sales.

VW Amarok

Category: Consumer DurablesAgency: DDBClient: Volkswagen

Summary

The 'people's car' is hard to justify when many New Zealanders think you do not have a car for them.

To crack the New Zealand market, Volkswagen had to break into the most Kiwi of all car categories, the ute. Coming from a zero base, without a brand image built on outdoor ruggedness the challenge seemed insurmountable.

However, by finding a fresh connection with the core audience, the VW Amarok is now a credible contender with year one market share of 4.7% and unit sales of 688...

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