Volkswagen - Touareg launch

Launching a new SUV (Sports Utility Vehicle) is difficult enough, even more so when you are the eighth European entrant to the category, the fourteenth brand overall, and up against entrenched competitors like BMW, Mercedes-Benz and Range Rover.

Touareg Launch

Agency: DDB New Zealand  Advertiser: Volkswagen Awards: Consumer Durables (Silver and Bronze)

Marketing Challenge

It was a big task for Volkswagen. It had successfully built a powerful position in New Zealand as a small-car specialist with understated Euro-styling in the under $50,000 segment.

New car buyers had bought into this image of Volkswagen during the 1990's starting with their fond memories of the Beetle and moving onto the cost-competitive Polo and Golf.

During the past decade Volkswagen has successfully developed a sub-prestige...

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