Volkswagen VW Passat: Pleasure Before Business

Volkswagen Australia wanted to use the launch of a new Passat model to inject some life into the medium-sized car segment, where marketing traditionally focused on communicating the cars' features to family-oriented, 'responsible' consumers.

Volkswagen VW Passat: Pleasure Before Business

Agency: DDB SydneyClient: VolkswagenProduct: VW Passat

Objectives

Volkswagen is one of the world's automotive power brands. It's an equally well-known and respected brand in Australia, however in 2010 it had a national share of just 2.3%1. Perceptions of Volkswagens amongst middle-aged Australians with purchasing power are largely based on the brand's 'Combi' heritage and while the Combi is anecdotally considered as 'retro cool'2, this perception has not translated to modern Volkswagens. Australians now perceive Volkswagens as a 'Euro' car and while Euro cars are certainly...

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