VW seeks new U.S. ad agency in bid to capture mainstream buyers

autonews.com/article/20090817/ANA08/908179978

VW USA is making a very right move. They did a terrific job of building brand identity, along with vehicles that are simply unrivaled in fit and finish and interior quality. They've built a loyal customer base and a strong foundation.

Now, with so much of the market up for grabs in the wake of GM/Chrysler's devolution, now is the exact time VW should be considering a move to gain more mainstream acceptance and shore-up overall reliability that will give them broader appeal.

Their biggest problem will be that which Ford has recently exited, competing with itself and brand overlap that requires very careful product segment management to avoid cannibalizing its own sales.

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