Volkswagen India: According to the company’s detailed study, during the previous 5 to 10 years there has been a change in the demand for expensive products. According to Ashish Gupta, Brand Director for Volkswagen Passenger Cars India, “We are reaching out to Bharat for growth – Tier II and III cities – where people now have the means to meet their aspirations.”
The company’s new brand campaign and video will soon be made available in eight local languages on all media platforms, including TV, print, digital, and outdoor. The advertising campaign aims to showcase the high build quality and entertaining driving characteristics of the company’s products in order to set them apart from rivals. The brand’s major target market will continue to be women.
Volkswagen to ensure safety
As before, thought leadership will be employed to reinforce the brand’s core value of safety features. Consumers now rank safety features among their top 10 buying criteria. According to Abbey Thomas, the company’s head of marketing and public relations, the forthcoming launch of Bharat NCAP will raise awareness.
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