Volkswagen: Building the people's car

This case study demonstrates how Volkswagen, the car manufacturer, regained relevance in China to grow purchase intent and sales.

Volkswagen: Building the people's car

Agency: Proximity ShanghaiAdvertiser: Volkswagen Group ChinaBrand: VolkswagenCountry: China

Objectives

Volkswagen was once loved by the Chinese people.

Volkswagen has always built cars for the people. In German, 'Volkswagen' literally means 'the People's Car' and when China opened its gates to foreign investment in 1984, Volkswagen became the first foreign passenger car manufacturer 'for the people'.

At that time, total national production was only 5,200 vehicles and while any car purchase was a luxury purchase, consumers could only choose from a few models and brands. The early introduction of...

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