Volkswagen Promise

Elevating the value proposition of owning a Volkswagen

One of the biggest flak automobile brands face are for the services offered post sales. Volkswagen had to beat the notoriety of becoming a burden for car owners due to poor servicing offered (post sales) that pretty much reflected in the dip of the total value of ownership that the brand has to offer

Changing Perceptions & Increasing Consideration

There was a drop in sales by over 4% in the year 2017 & a study reported that the value proposition of owning a Volkswagen was the biggest determinant in the decision-making process. Lack of spare parts, lack of service stations, & the drop in service levels led to a decline in sales. The idea was to create a one point destination that educates users on the change in the service levels at Volkswagen that eventually elevates the brand perception.

Demystifying The Myths

We came up with the thought of creating a separate website to disseminate the promise of enhanced service which also catered to the points that would improve brand’s consideration during the purchase cycle, reassured current customers & dealers that Volkswagen was the best choice, & instigated lost customers (Lost2Competition) to second guess their decision. Through targeted media initiatives, the idea was to direct traffic to the website & propagate the Volkswagen Advantage promise.

A Step Ahead In Fostering Relationships

To ensure tailor-made communication is sent to the Volkswagen universe (prospects/customers/dealers), we put in place a CIM (Customer Interaction Management) module that gives relevant information to the prospects/customers at different phases of their association with Volkswagen, with a direct & actionable call-to-action. The aim was to break down the interactions into micro-moments to ensure there is a strong user-brand affinity created resulting in an enhanced brand perception.