Volkswagen: Transforming Power into Profit – a Story About Workhorses and Thoroughbreds

Volkswagen, an automotive brand, increased premium sales of its Amarok pickup truck in Australia by launching four campaigns that uncovered its ute (utility vehicle) dramatically after an unbranded and disguised ad.

Executive Summary

This is the story of how Volkswagen's Amarok ute created a new premium market, to such extent that drivers of Land Rover, BMW and the like have turned to it.

Success resulted after first being ignored by the traditional ute market and then having to navigate the headwinds of an emissions crisis.

Today, leads are up 4-fold and it is now the most profitable model for Volkswagen in Australia. What follows, is a lesson in the power of a long term ambition, a coherent platform rhythm and a steely gaze on an audience many miles away from the...

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