Volkswagen: Building the people's car

Agency: Proximity Shanghai
Advertiser: Volkswagen Group China
Brand: Volkswagen
Country: 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 the VW Santana and Jetta quickly established Volkswagen as the unrivalled leader in China.