Case History Database

This is the story of how Volkswagen’s Amarok ute created a new premium market, to such extent that drivers of Land Rover, BMW and the like have turned to it. Success resulted after first being ignored by the traditional ute market and then having to navigate the headwinds of an emissions crisis. Today, leads are up 4-fold and it is now the most profitable model for Volkswagen in Australia. What follows, is a lesson in the power of a long term ambition, a coherent platform rhythm and a steely gaze on an audience many miles away from the category stereotype.

	Planning Director		Joseph Smeaton		DDB Sydney/VW Commercial Vehicles
	Author / Chief Strategy Officer		Carl Ratcliff
	Planning Director		Will Nichols		Track/VW Commercial Vehicles