Volkswagen eyes bigger market share

VOLKSWAGEN   MARKETING STRATEGIES    BRANDING

Singapore – With its upcoming Volkswagen CC car model, the German auto manufacturer has plans to grow its market share, competing with the likes of BMW, Mercedes-Benz and Volvo.

The CC is a breakaway brand of Volkswagen Passat CC, tapping on the previous success of the four-door coupe.

In an interview with Marketing, Jamie Lee, general manager of marketing communications at Volkswagen Group Singapore, said the new CC is more than a rebranding exercise.

"The new CC, with its dynamic styling and premium features, makes a strong move upmarket and is now a standalone model in the Volkswagen range. It will appeal strongly to buyers of both traditional coupes as well as sporty sedans such as the BMW 3 Series, Mercedes-Benz C-class and Volvo S60," she said, targeting car buyers between 35 and 55 years."

She added that other than traditional media, the company will invest more in online and mobile advertising to reach out to its target audience for the CC.

"We are targeting more top of mind recall by bringing the car closer to our target audience through on-ground marketing, like car placements in prominent, upmarket locations," Lee said.

Since the Passat CC's launch in 2009, 520 units of the car have been sold in Singapore, Zeno Kerschbaumer, managing director of Volkswagen Group Singapore, told The Business Times.

In January this year, Volkswagen had reportedly achieved 10% of the market share of passenger cars in Singapore, attributing its success to its coordinated sales, marketing and branding approach.

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