How advertising helped Volkswagen and its dealers to recover their profitability

Richard Butterworth, Les Binet and Cathy Reid

Describes how Volkswagen UK achieved marketing success 1995-97; how advertising, by bringing superior product at the right price to the notice of prospective car buyers, fuelled extraordinary demand; how this benefited the company, the dealer network and customers.
Agency: BMP DDBAuthors: Richard Butterworth, Les Binet and Cathy Reid

How advertising helped Volkswagen and its dealers to recover their profitability

INTRODUCTION

Since Autumn 1995, Volkswagen UK and its dealers have enjoyed unprecedented business success. Making excellent products available at the right price was a necessary precondition for this success, but advertising - in bringing these developments to the notice of prospective car buyers - unlocked their full market potential and fuelled extraordinary levels of demand. In so doing, advertising has benefited three interested parties: Volkswagen UK (as an importer and wholesaler of cars), the Volkswagen dealer...

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