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BRAND NEWS: Volkswagen launches new brand promise to business customers

Volkswagen has launched a partnership-focused brand promise designed to reflect its customer-centric marketing strategy. The multi-channel activity was created by adam&eveDDB and is due to run across OOH, print, radio, point-of-sale, DM and social media.

The new brand promise is designed to position Volkswagen Commercial Vehicles as a business partner that supports its customers’ needs.

The new positioning focuses on the brand’s key USP: The only light commercial vehicle brand with a dedicated van centre network that’s able to provide specialist advice and services for buying, owning and running a commercial vehicle.

The initial launch activity gives examples of business partnerships in action through real life examples featuring customers telling their story alongside the iconic Transporter model as the ‘hero’ vehicle.

Mark Hopkins, head of marketing, Volkswagen Commercial Vehicles said: “This campaign is the first stage of communicating to customers and prospects alike that only Volkswagen Commercial Vehicles can provide long term value and business partnership, because only Volkswagen Commercial Vehicles has the strength of brand and product offering, coupled with our unique dedicated network of commercial vehicle specialists.

“We believe our brand and product range is the best in the market by some margin, but we also need to ensure people feel the same about the unrivalled service we provide.”