From manufacturer to service partner: How Volkswagen Commercial Vehicles did more, with less

This case study shows how Volkswagen, a car brand, increased sales by shifting its core target from car owners to business leaders in the UK.

From manufacturer to service partner - How Volkswagen Commercial Vehicles did more, with less

Principal author: David Mortimer, adam&eveDDBContributing author: Emma Whitehouse, MediaCom Business Science

Summary

This is the story of a bold change in marketing strategy helping Volkswagen Commercial Vehicles to do more, with less.

It's about a B2B brand facing market leaders and economy brands with much newer vehicles and trying to improve sales and gain market share, despite halving their advertising spend.

The fact that Volkswagen Commercial Vehicles (VWCV) UK went on to have the best results in its 60 year history was down...

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