Volkswagen Polo: A no compromises approach to advertising
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Introduction and background
In years to come papers such as these, pertaining to Ireland in 2009, will attempt to paint a picture of the economic challenges this nation faced. The downturn impacted all elements of the economy but arguably none so dramatically as within the automotive market. Total sales year on year were down 62.6% – that's a change of sales from 148,669 a year to just 55,578. Then consider that the car market is incredibly seasonal with 60% of total sales usually coming in the first 3 months of the calendar year, the idea of launching a new car in this environment appears to be nothing more than folly.