In 2004, 20,803 vehicles were sold in the UK, representing a 27.2% increase compared to 2003 and representing a 6.2% share of the UK van market.
The campaign, starring 19 Volkswagen “real van customers” will appear nationwide on billboards, trade publications and in the national press.
The emphasis of the campaign, which features a new strapline, “Apparently Volkswagen also makes cars”, will focus on customer loyalty and enthusiasm. “The work is a major departure for van advertising in the UK,” says Nigel Brotherton, head of marketing for Volkswagen Commercial Vehicles.
Despite an expected increase in sales, the manufacturer has no plans to increase its network of 80 Van Centres.
It recently opened in Cleckheaton, West Yorkshire, the world’s largest solus VW centre; a 2.2-acre site, which includes a three-vehicle showroom and a workshop with 12 service bays.