Volkswagen Home
Volkswagen Home – an innovative car sales concept
Volkswagen Home is an automotive meeting place where you can learn about the Volkswagen brand’s offerings. It is a venture created by automotive enthusiasts, aimed at people with similar fascinations and those who would just like to instill a passion for automobiles. Here you can make friends with your car and start an adventure for a long time.
OUR ROLE
New car sales site
Volkswagen Group Polska, together with its strategic partners, has created a car sales place that, with its approach to the customer, changes the perception of buying a car – from a negotiation duel between seller and buyer, to a joint fulfillment of needs. The name “Volkswagen Home” emphasizes the close and different contact with the brand than in the dealer network.
More new cars are sold in Poland every year, and Volkswagen is one of the market leaders. Nevertheless, the cost of acquiring a new customer and a new lead is very high, and the increase in demand is based largely on permanent price promotion. Dealerships are perceived as places where one mainly negotiates the price of cars with the assumption of receiving an attractive discount at the very beginning of the talks.
What was the challenge?
Artegence was tasked with designing a long-term marketing strategy for Volkswagen Home and executing it. The idea was to build awareness of the place understood as:
Build awareness of the new form of Volkswagen purchase for the residents of Warsaw and its immediate surroundings
Build a new approach to car buying in the digital world
Delivering quality leads
What have we done?
We created a website presenting Volkswagen Home as a new place in the center of Warsaw, where hosts who are passionate about automobiles talk about Volkswagen models, listen attentively to customers’ expectations, offer test drives at various times of the day/evening (even on the weekend) and present a model offer along with its financing.
The hosts are guides introducing the customer to the automotive world or deepening their knowledge, devoting much more time to the future owner of a new Volkswagen than in a traditional car dealership
The Volkswagen Home website takes a unique approach to the customer, encouraging people to leave leads, sign up for a test drive and visit a place that’s right next door.
