Motor, auto: Mid-size, large family models

 

Volkswagen of America, Inc. (VWoA), the U.S. extension of Europe's largest automaker, Volkswagen AG, released its fourth-generation Jetta sedan in 1999. The Jetta's exterior resonated so ...

In November 1997 Volkswagen of America introduced an advertising campaign for its redesigned Passat. Arnold Communications, the Boston-based ad agency that won the lucrative $110 million North Ameri ...

Mired in a slump caused by sinking sales, a dwindling market share, an anonymous image, and an ill-defined marketing drive, Mitsubishi Motors North America, Inc., (then called Mitsubishi Motor Sales o ...

In October 2005, Ford Motor Company introduced the new Ford Fusion. Inspired by the company's futuristic Ford 427 concept car, the Fusion was a four-door sedan aimed at young, upwardly mobile ...

The Peugeot 407 was to replace the 406 within the M2 segment (upper middle range class), a major segment of the European market. However this segment is unappealing due to its limited variety compared ...

This paper is about the financial value of emotional differentiation. In it, we will demonstrate how the launch campaign for the new Toyota Corolla repositioned the brand from being a reliable car th ...

The launch of the new Mazda6 in the all-important “family” segment was much more than just the launch of the new car. The Mazda6 “Soul of a Sports Car” campaign was used to “place a stake in the groun ...

The new generation Toyota Avensis was designed according to European benchmarks and represents the highest technical and quality standards. However, the new model came with a substantially higher pric ...

The objectives of this campaign are described as recapturing European leadership in automotive mid-class centre and establish Opel Vectra as a totally new car compared with its predecessor. The target ...

This silver-winning case describes how an integrated multi channel communications campaign was used to launch the face-lifted Passat in 2001, leading to a 21% increase in volume share and a 30% increa ...

Campaign 1997-1999 by BUN for Audi Quattro. Need to move beyond current USP (safety), identify full benefit as a driving experience. Unconventional research, using instructors recording drivers' comme ...

Until 1996, Volkswagen Polo was supported with advertising that formed part of the overall marque campaign. By late 1996 model-specific advertising for Polo had become necessary, to create the car's o ...

The launch of the Peugeot 406 'Search for The Hero' ad in February 1996 incorporated the quest for an illuminating 'Eureka' from the car itself, which could form the basis of inspirational advertising ...

Since its launch in the late 1980s, Volkswagen's Passat had only ever sold in small quantities, mainly to older drivers who favoured the estate version. Although liked by some who drove it, it was see ...

Advertising during the final run-out year of the Vauxhall Cavalier Mark III, 1994-5. Objective: to manage the run-out by slowing down the erosion in sales and share, at a time when these were faster t ...

This paper describes the planning process in the development of a launch campaign for the Renault Laguna. The message centred around the specific idea of 'design' in its true sense, which needed to be ...

Launch of the Renault 19 in February 1989: how advertising helped build a perception of the brand as a good quality car. Problem faced by the brand described. Advertising in bursts during 1989, with 7 ...

1988 launch of new Vauxhall Cavalier (mark two). Cavalier image had been in decline (Millward Brown). Vauxhall's market share had fallen to lowest level for 5 years. Rationale for the new campaign str ...

Second prize winner. The new Ford Granada was launched in 1985, at a time when Ford's share of the UK passenger car market had been in decline. Market situation and problems described. Decision to ret ...