Subject Index
 

Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous ...

Toyota launched a limited edition version of the Corolla Verso in Austria to coincide with its 35th anniversary in the country. A number of features were made available free of charge to new buyers, b ...

Toyota's entry in the compact pickup segment began in 1995 with Tacoma. However, although it was highly regarded, Tacoma was never a contender as a sales leader, especially as, in contrast to the comp ...

The 'Kids Rule' campaign was brilliant in its simplicity, in the way it effectively communicated the simple idea that kids play an extremely important role when it comes to buying a car. The insight t ...

Nissan's Quest minivan was a laggard in a segment that was not very exciting to begin with. The new Quest, however, was totally unique and different. Instead of following conventions by marketing to f ...

The March 2003 launch of the 2004 Toyota Sienna was the opportunity to re-position the brand, taking advantage of a significantly improved product. The Sienna had been “the safest minivan ever tested” ...

Campaign in 1999 for the Volkswagen Sharan. Research to understand MPV owners described, leading to tighter targeting and a different approach from competitors (not what you can do with an MPV, but wh ...

1995-6 launch campaign for Ford Galaxy into the MPV (People Movers) sector. Objectives: brand leadership in 1 year, volume target to beat Espace sales in 1994, build brand values, appeal to up-market ...

Peugeot launched the 806 in June 1994, thus marking its entry into the people carrier market. The advertising campaign, using television, posters, magazines and daily press also used children's press ...

This paper describes the launch year of the new generation of Chrysler Minivans - the 1996 NS Series. It shows how advertising directly generated sales and profitability for Chrysler Canada and its de ...

1989 relaunch campaign for the Metrocab, a new (glass-fibre) style of black cab, following its purchase by Reliant. Campaign to brand the product amongst taxi drivers involved giving away a Metrocab i ...