Volkswagen has made a tradition of developing new models for its old brands, with some minor changes along the years it has kept the old names and developed brand new communication campaigns every time they needed to as backup for its position.
An example would be the Golf model which has reached its sixth generation. Not as if it were a round number or something but this spot shows longevity and perfection along the development. And it shows it without telling a story of the five other models but by saying:
“It’s difficult to beat us because even for us it’s difficult to beat ourselves”;
this states that the competition will have a great deal of work until they can compete with the new Golf( about six generation of work).
Although it’s not the first car manufacturer to rely on its history (as Ford, Toyota, Audi and Mercedes also did it) Volkswagen combines this advantage with the fact that they are mainly trying to beat themselves and not the competition. You might think that this is wrong because the consumer often makes this comparison but they show that by comparing to only itself there is no need to worry about competition. They are lost somewhere along this six generation struggle.
The spot has something ‘human’ to it representing the struggle to overcome difficulties and continue improving and evolving. To discover yourself is the greater accomplishment.
Sandra Turcu
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