Done! SkoFIN is changed to VW Financial Services

This case study details how SkoFIN, the Czech financier of new cars, changed its name to Volkswagen Financial Services in line with the rest of Europe, without losing the typical amount of sales from a name change.

Done! SkoFIN is changed to VW Financial Services

Campaign details

Brand: SkoFINAgency: McCann-Erickson Prague spol. s r.o. / MomentumCountry: Czech Republic

Background

SkoFIN is number one in the Czech market of new car acquisition financing. It is primarily focused on financing VW Group cars (Skoda, Volkswagen, Seat, Audi). It is an established brand with a great familiarity and popularity.

It thus came as a shock when the parent group decided to rename SkoFIN to Volkswagen Financial Services (VWFS) in the Czech Republic to have a uniform name. It is rather unfortunate because the legal existence of...

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