Volkswagen of America, Inc.: All Grown Up. Sort Of. campaign

Kevin Teague

Volkswagen of America, Inc. (VWoA), the U.S.

Volkswagen of America, Inc.: All Grown Up. Sort Of. campaign

Kevin Teague

OVERVIEW

Volkswagen of America, Inc. (VWoA), the U.S. extension of Europe's largest automaker, Volkswagen AG, released its fourth-generation Jetta sedan in 1999. The Jetta's exterior resonated so well with 20-somethings that it outsold all other VWoA models, including the Golf, the GTI, the Passat, the New Beetle, and the EuroVan Camper. In 2004 the Jetta accounted for 40 percent of VWoA's total sales, but company executives feared that Volkswagen was losing customers to competing brands with more power and greater features. In 2005 VWoA released an all-new, fifth-generation...

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