"The Volkswagen Brand needs to inspire our base of enthusiasts as well as reach out and captivate those in mainstream America. Therefore, we are re-evaluating all areas of our business, and after careful considerations have decided to take the necessary steps to ensure we have the right agency partner in place," Tim Ellis, Volkswagen of America marketing vice president said when announcing the measure.
To put words into numbers, Volkswagen plans to reach 800,000 units sold by 2018. Launching new models, including a new compact and a mid-size sedan in mid-2010 will help reach that goal, yet Volkswagen plans to properly transmit the message to the customers.
"Volkswagen has embarked on a mission to significantly grow our business here in this market. Our goal of rapidly increasing our volume in a mature market requires the Volkswagen brand to evolve into a more relevant mainstream choice," Ellis added.
So far, Volkswagen has not even decided nor selected any advertising agencies to take part in the review. The only step undertaken to this point was to contract Roth Associates in order to begin the review process.
As for the current responsible for Volkswagen's advertising, Crispin Porter + Bogusky, VW says they have already been invited to take their shot. "CP+B is a highly talented and creative agency and we've been very proud of the work they have provided us," Ellis concluded.
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