Volkswagen Commercial Vehicles UK: From manufacturer to service partner: How Volkswagen Commercial Vehicles did more, with less

In 2013, Volkswagen Commercial Vehicles (VWCV) UK faced competition from market leaders and economy brands with much newer vehicles. Fighting with an ageing fleet and a halved marketing budget seemed an impossible challenge. Instead, VWCV reshaped its entire business around the customers' needs, shifting perceptions of the brand from being just a van manufacturer to a service partner for small businesses. This case study demonstrates the transformation increased brand awareness, orders and market share delivering the best results in 60 years. The approach grew the brand's profit ROMI of 7.41 for every 1 in 2013 to a ROMI of just over 11 for every 1 in 2014.