VW Amarok
Category: Consumer DurablesAgency: DDBClient: Volkswagen
Summary
The 'people's car' is hard to justify when many New Zealanders think you do not have a car for them.
To crack the New Zealand market, Volkswagen had to break into the most Kiwi of all car categories, the ute. Coming from a zero base, without a brand image built on outdoor ruggedness the challenge seemed insurmountable.
However, by finding a fresh connection with the core audience, the VW Amarok is now a credible contender with year one market share of 4.7% and unit sales of 688...