design & consultancy, enjoyed


Volkswagen had a problem, they were selling fewer cars in the UK than they knew they should be. The question was why?

Their advertisng agency briefed us on the background: an awe-inspiring catalogue of award winning work produced by their parent in America; books of famous vw ads, images and slogans that we recalled from childhood.

They showed us their UK research, volumes of it, stretching back over a period of years.

We listened, we read and we thought.

We noticed a thread: vw’s were perceived as cars seen in american movies - fun, hippy things evocative of road trips and a laid-back lifestyle. Volkswagen’s by contrast, were perceived as solid German engineering, built to last and protect.

We asked a simple question: why don’t you stop referring to yourselves as vw and use volkswagen instead?

Das Auto, as they say these days.
© CPV design limited 2014