Volkswagen - 'The road to purchase': the growth of Volkswagen UK, 1995 to 2001

Richard Butterworth, Matt Willifer and Sara Donoghugh

Describes the marketing communications plan which led Volskwagen (VW) to double its sales 1995-2001. VW started the period 7th in rank, with a market share of 4%, dominated by one model (the Golf).
Agency: BMP DDB, Proximity, Tribal DDB, MediacomAuthors: Richard Butterworth, Matt Willifer and Sara Donoghugh

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'The Road to Purchase'

The Growth of Volkswagen UK, 19952001

In 1994 Volkswagen was a niche player in the UK car market. By the end of 2001 it had doubled its sales. This transformation was achieved efficiently. In addition, despite a massively increased on-road presence, it was achieved without any erosion of the brand's aspirational reputation.

This paper will show how marketing communications contributed to that transformation. In doing so, it builds on the five-star award-winning...

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