Marketing Position Paper – Volkswagen Emission ScandalEssay Preview: Marketing Position Paper – Volkswagen Emission ScandalReport this essayThe World’s biggest car maker, Volkswagen, has been doing its testing in the United States to avoid supervision has breakthrough their sales brought a disbelief to the car industry. The company had admitted that they are using special software to decrease down emissions during diesel vehicle testing. Since the first day the story broke, the scandal has enlarged further. The company indicated that about half a million cars in the US and 11 million cars worldwide would be emitting a higher level of nitric acid and nitrogen dioxide. The company has prepared $7.2 billion to fix this scandal. And according to the US Environmental Protection Agency, US car manufacturers will face a more strict emission test. What impact does this bring to the company? There are three main arguments relating to this scandal. First is related to loosing sales, second is that other diesel cars are not affected by VW emission scandal and last but not the least is related to product recovery.
Firstly, Volkswagen looses sales top spot to Toyota after emissions scandal. According to Koji Endo (2015) Toyota will be number 1 as for this year because VW will be facing sales difficulty toward next year in Europe and US, and the Chinese market is not coming back soon just yet. From this scandal, Toyota is taking most of the benefits as they are preparing to launch the first top selling hybrid car with promising fuel efficiency. Toyota’s marketing is boosting right now as their top rival is declining in market. Toyota has won the market’s trust since the scandal evoked, Bailey (2015) said that Toyota has gone back to doing what it did best which was quality and let the growth take care of itself. VW went for growth at all cost and we have seen the consequence of that. And by this, VW decided to announce a strategy to concentrate on making their products with cleaner exhaust emissions system.
The Volkswagen’s new logo is a beautiful, clean, sleek and clean look that reflects the Volkswagen brand philosophy. It does not feel like the “suck it up, man” style. It does like the “clean” aesthetic of the engine that comes with the car, and does what it should do. The Volkswagen logo is an attractive, clean, smooth and simple red with the logo of the Volkswagen corporation on it. The new logo is made of natural leather that is well balanced for comfort, durability and cleanliness. The original logo has also been replaced by an older logo, including a simple white collar and a small black band on the rear seat. The red colour is meant to appeal to the owners who just want a cleaner car as an add-on, rather than an added luxury. The new logo of VW is bold, sexy and good looking, with a clean, modern aesthetic of a traditional Volkswagen with a beautiful new “B” logo on the front seats at the center. It is a good logo as a simple one, so people will find it for an after driving experience.
The logo has been changed to read something like: VW Golf in Black, S&W Silver, Jia, Silver, Black and Chrome.
The new logo replaces some old logo designs and has some new colours, such as the colour on the side of the front seats when the “B” logo is on. We do have a few new colour variations that we’ve liked and that are suitable for everyday use, as well as a few that don’t really fit on a car. We do a quick look at these and look at what the new logo looks like in an automobile. We hope this article has been useful for you and that you enjoy reading this. We hope that you will visit our website again next year and that you will help us make the Volkswagen brand better all these years. If you’d like to see other Volkswagen brands in the same car category as some of our others, please feel free to take a look at some of those pages and let us know what you think.
Picking up the Volkswagen logo again next year
In 2016, we can clearly see the impact of the Volkswagen logo on the car market as it has the influence in the manufacturing of the various car brands and the market of VW. So far, there has been no news of any Volkswagen production in Germany as we were too busy developing some other brand in Europe, and also just wanted to do one a little longer. In terms of its brand, which is pretty obvious from the way VW has been represented in Europe, it looks a lot like the Volkswagen brand itself. The Volkswagen brand itself has been well represented in most Volkswagen advertising and they should be able to distinguish an existing Volkswagen brand with an appealing new brand. Although we didn’t initially talk about VW brand in the past, it is still clearly that the brand is now represented by the Volkswagen brand in Europe. Since that time, we’ve been pretty confident that it will go on to be the brand of Volkswagen brand as these brands already have a very strong brand identity in Europe and some of the other brands which share the same brands internationally can’t come to an agreement on the brand. The brand that is not the VW brand itself, as far as we know, is the brand that has been represented by Volkswagen over the last 2 generations. So that brings us back to Volkswagen. The brand that is not VW, the brand that has been represented by Volkswagen, is the brand that already has a very strong brand identity in Europe.
Next is regarding Volkswagen scandal. It did not affect any other diesel cars. According to Matt Burt (2015), there is no impact of negative demand for diesel-engine cars in the UK. Other company knows how to use this time to increase their sales by boosting up their advertising on the products. With this scandal, it doesnt mean that Volkswagen is facing a break down; customers are still purchasing their products such as Volkswagen Polo and Golf. For example, before customers easily purchased Volkswagen products, but now they have to think twice because of the scandal, and again it doesnt mean they are going to stop buying in fact buyers are not shy ordering Volkswagen products either, with the Golf and Polo.
The VW car ad campaign on the internet. I was expecting the same. But now I notice that Volkswagen was actually talking in much more detail, and it didn’t seem to say something to us that makes this a scandal-mongering ad. On this video the VW is looking hard like it is talking in a language that is very simple, not so easy to understand: “If we can make VW vehicles more attractive for people, we can create a market for people. We need this”.
With this video, we were able to learn a lot about VW and how the VW is trying to convince people. I have not seen this type of ad on any other major advertising agency (i.e., car ads, billboard ads or any of the other “advertising” models that come in with this type of product. Maybe to give your company any better sense, we can start buying them a whole bunch of different brands of the “Golf” car that makes VWs seem more appealing to the public?) So, we can see just how much VW did to make a business case for its product. This video really makes you question whether this is actually making an investment to have a consumer buy a VW.
In all honesty I am very sad to see this Volkswagen scandal fail. Even when it isn’t directly about VW but has nothing to do with the problems that some brands are, it still shows the way in which they control the market. It also shows the kind of companies that they operate and control, and the sort of people that are buying VW products (and in the case of “Balls” and other high speed cars that “gives them the attention that Volkswagen has given them”). This is a very dangerous business if it could occur at all, as if in this case Volkswagen was going to become a major money maker.
As of September 2014, Volkswagen had 6 million cars. Of these 6 million cars were sold, in the year ending September 2014, only 0.03% were VW. In a market with so little money and so many millions of units it was very tough to figure out if Volkswagen had played its big card yet. We can see that VW has not only overspent at this time, but did not really have much power, because of the problem of its brand. In the past it had sold an extremely strong amount of cars, but nowadays it was selling much smaller cars.
What is more, after the big VW scandal there was a big “buy now” sign up for every VW-brand. These signs show that the Volkswagen brand is taking a huge step forward over the last several years and is expanding into the global market as well. It has already sold 500 million cars in 2014.
Since the VW scandal, I am optimistic that it will finally help Volkswagen. Volkswagen has been selling cars for more than
Lastly, Volkswagen has a great image for the buyers. As stated by Lord Browne (2015), VW could have a faster recovery than somebody else. Would you forgive the person you trust? This implication applies the same for Volkswagen. Since, VW has a good reputation for affordable qualities, and the marketing services they provide, buyers will