Volkswagen Tiguan: How to come out first when you enter last

In China, the SUV category for automobiles was occupied by earlier market entrants and established competitors. As a latecomer to the category, Volkswagen (VW) wanted to leverage its state-of-the-art technology, quality craftmanship and German design to win over Chinese consumers. The initial objective was to achieve 10,000 orders within the pre-sale period (Feb-May 2010). An integrated campaign was rolled out over a seven month period through a range of platforms, including television, out of home, print and radio. The campaign resulted in 50,000 orders in the first month alone, rising to 90,000 before the car was available. The Tiguan became the top selling SUV in Chinese tier one cities by June - a new record for the industry.