When Volkswagen launched the beetle in America in the sixties it was different to anything the American automotive industry had ever seen.

What is this strange little car with the engine in the back? What’s with the quirky advertising campaign demonstrating individual product benefits with irreverent and sometimes self-deprecating humour? How can you run an ad showing a picture of your own product and run a headline saying ‘Lemon?’VW stuck with their marketing approach, and they continued with the development of products that delivered against consumers’ needs rather than simply throwing big gas guzzlers at the market. After the beetle came the golf, still one of the best selling small cars in the world.

Now, VW has left Ford US in its wake, becoming the third biggest auto company behind General Motors and Toyota. It’s amazing what consistent and relevant product development presented with a consistent and relevant voice can achieve.

See the link article and take faith.

http://www.news.com.au/heraldsun/story/0,21985,24900722-5005961,00.html