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

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


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 to implementing a major shift to the brand and its purpose.

A business-wide change that allowed us to tap into a profitable but under-served consumer base.