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Volkswagen to refocus marketing approach to LCV customers

Volkswagen will launch a light commercial vehicle (LCV) customer promise this week which looks to highlight the importance of its dedicated dealer network.

The move will be supported by a £2.5 million advertising campaign dubbed “Working with You” which will include radio, print, social, email and outdoor promotion.

The campaign will focus on customers and the dealer network, rather than on product and price.

Mark Hopkins, Volkswagen Commercial Vehicles head of marketing, told Marketing Week: “If we were going to put the customer at the heart of our marketing strategy then we felt we needed to put them at the centre of the new campaign as well. It allows us to start talking to the customer in a way that is more meaningful about how we can partner them.

“We’re trying to balance building loyalty to drive retention with the need to acquire customers which is why we decided to focus on the service our dedicated retailers can offer.”

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