SAIC Volkswagen: Brand new Lamando launch

Car manufacturer Volkswagen took the opportunity to revitalise its ageing brand and gained buy-in from a previously disinterested Gen Z audience with the launch of its Lamando model in China.

Why is this work relevant for Strategy & Effectiveness?

We created a car launch campaign for VW Lamando, with a bold and surprising, differentiated positioning from the rest of the A-class competitors. We also used the Lamando launch as an opportunity to revitalize the aging VW brand, in a way that is relatable to a younger generation, with potential for lots of great creative executions and asset extensions across traditional and social media. That launch also broke traditional perceptions of what a car launch could be with great sales conversion results to boot.


In the age of Covid, the...

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Insights Team
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