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Industry: Email Alert RSS FeedVW tries to build brand identity in China; Automaker launches advertising campaign with Asian partners.(News)(Volkswagen AG)
Automotive News Europe, November, 2004 by Webb, Alysha
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Byline: Alysha Webb
Volkswagen is launching a marketing campaign to build brand identity among Chinese consumers. Low brand recognition remains a problem for VW, even though it has built cars in China for 20 years.
VW has 25 percent of China's car market, the largest share of any automaker. But that share is down from more than 70 percent just a few years ago. In 2003, 2 million passenger cars were sold in China.
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