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After all, AC was the one who came up with the “Drivers Wanted” campaign.
As stated in the case study, after AC won the Volkswagen account, they did some in-depth research on consumer and dealer perceptions of Volkswagen. They discovered that—Volkswagen consumers are younger, slightly more affluent, and more educated than the average car purchaser; Volkswagen owners are creative/confident/adventurous individuals who enjoy a more active role in driving; and Volkswagen was perceived as its namesake, the “people’s car.” Other important information was also taken into consideration, including—the rational benefit of Volkswagen was that it was the only brand that offered German engineering at an affordable price...
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