Volkswagen UK: Top Gear Scirocco

Despite Volkswagen having 19 different models in the UK, many British consumers are only aware of its classic, traditional models.

Volkswagen UK: Top Gear Scirocco

DDB UK

SUMMARY

Much of Volkswagen’s success to-date has been based on selling understated, reliable cars to the sort of people who like understated, reliable things. So far so good. However, there are plenty of people for whom understated and reliable are simply synonyms for dull and boring. These people typically cite ‘Styling’ and ‘Performance’ as the key drivers to purchase1. It's unfortunate then, that they should also cite ‘Styling’ and ‘Performance’ as the key reasons for rejecting Volkswagen.

We needed to give these people a reason to think differently about Volkswagen; give...

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