Volkswagen Jetta GLI: The Art Heist - Engaging enthusiasts to halo a core model and drive sales

Red Urban Toronto

Advertiser: Volkswagen Group
Brand: Volkswagen Jetta GLI
Country: Canada

Objectives

SCOPE OF ENTRY

While Volkswagen AG manufactures and sells a large range of light vehicles across the globe, this paper focuses on the launch of one niche vehicle within its line-up, the 2012 Jetta GLI, within one of Volkswagen's smaller markets, Canada1. Specifically, we will focus on how a niche car was launched with little budget to significant effect.

Global Challenge

Volkswagen aims to be the largest volume automobile manufacturer by 2018, surpassing Toyota and General Motors. To achieve this considerable feat, all Volkswagen markets must take full advantage of their growth potential. In Canada, this means doubling sales between 2010 and 2018.