Volkswagen China: The People's Car Project

This case study shows how Volkswagen, the automotive company, used co-creation to improve its brand likeability and consideration in China.

Volkswagen China: The People's Car Project

Proximity Beijing

Advertiser: Volkswagen GroupBrand: VolkswagenCountry: China

Objectives

With a value of $386 Billion USD (Source: IBISWorld), China is the world's largest and most competitive car market (Source: Bloomberg). Over the last ten years, Volkswagen's once-formidable first mover advantage in China had been overtaken by the likes of Mercedes and BMW, who were offering a more seductive blend of style and performance. Volkswagen saw its market share fall from 40 percent to 17 percent between 2002 and 2005 as a result of competition.

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