Volkswagen
Volkswagen builds cars for the mass market, from the Golf to a full electric line, with a long tradition of plain speaking advertising.
Friendly geometric sans with large clear headings. Sentence case, generous spacing, no technical showing off.
make an emissions or efficiency claim without the test standard
position the brand as exclusive
depict unsafe driving
Room for four, a dog and the shopping. That was the brief.
Straightforward and friendly. The car for everyone, explained without condescension. Wit is allowed, arrogance is not.
Households buying a practical car for daily use who want engineering they can trust at a mainstream price.
+Cars ordinary people can actually buy
+Honest engineering
+Wit in advertising
×Exclusivity
×Overclaiming
×Cars designed for the brochure
would die on
A good car should be within reach of the people who build it.
