A deep-dive with Abbey Thomas, Head of Marketing for Volkswagen Passenger Cars India, about their excellent VWe initiative.
Volkswagen India recently rolled out its excellent Community engagement drive (literally) called Volkswagen Experiences, or VWe, to drive Brand Loyalty by offering actual, extensive experience of its vehicles through a long, extended drive from the Himalayas to Ladakh to potential customers united by a sense of belonging and togetherness through a well-planned Community Engagement experience.
Abbey Thomas discusses the VWe objectives, how it engaged existing and potential new customers, and the feedback it received. He also explains how the brand used the VWe initiative to create community-driven experiences that can shape future marketing and sales strategies, and the impact he expects on the perception and sales of the Volkswagen brand in India.
Inspiration behind Volkswagen Experiences (VWe)
On what inspired the Volkswagen Experiences (VWe) initiative and what unique elements it brought to the brand, Abbey says, “VWe is an engagement program for customers, fans, and enthusiasts who are looking to experience the distinct and exceptional mobility offered by Volkswagen. We announced this new initiative and organized its First Chapter: An Exhilarating Expedition to Ladakh. In the coming months, we plan to curate a variety of exciting experiences to further amplify the joy of owning and driving a Volkswagen.”
VWe – Brand aspiration and objectives
On what the Volkswagen brand aspires to be known as, or for, Abbey says, “Our brand positioning is to become ‘the most loved brand.’ In line with our positioning, the VWe initiative is an effort to bring our core brand values closer to our customers, while becoming a part of their mobility journey and showcasing the lifestyle surrounding the Volkswagen brand.”
The primary objective behind the VWe initiative for Volkswagen has been to continue its excellent initiatives of having built a community of customers and loyal fans over the past decade and a half. Abbey tells us that the customers and fans in this loyal community “recognize and appreciate the true values of owning a Volkswagen. With our cars designed to offer exceptional build quality, safety, and German engineering, we set out with a focus on nurturing this community of customers, fans, and enthusiasts,” adding, “We aimed to provide these advocates of the brand a platform to connect and amplify their experiences through specially curated events and forums.”
Concept and execution of VWe
Sharing the concept behind Volkswagen Experiences (VWe) and how it has been envisaged to deliver community-driven experiences, Abbey says, “Volkswagen Experiences, or ‘VWe’ (pronounced ‘we’), is an acronym conceptualized to deliver community-driven experiences. Under ‘VWe’, Volkswagen India will create exciting opportunities for customers and fans to engage with the brand, its products, and a variety of services.”
“The aim,” says Abbey, “is to bring customers together through these experiences and further integrate with their lifestyle to forge deeper connections and partnerships throughout their mobility lifecycle.” Another crucial benefit VWe provides the brand is understanding and incorporating suggestions and feedback from the loyal audiences to continue to work to enhance their experiences with Volkswagen India products and services.
Selection and numbers for the first chapter of VWe
Getting to the specifics of the VWe initiative, we asked Abbey how the participants were selected for the trip, and the breakdown between existing and new customers, plus the other community of influencers and media. He tells us: “Customers, enthusiasts, and fans of the brand signed up for the experiential expedition by reviewing the detailed itinerary and paying for individual seats to be part of the journey.
“We had a total of 43 participants join us on the first chapter of Volkswagen Experiences,” Abbey continues, adding, “We saw a 70:30 ratio between existing and potential customers.”
Volkswagen vehicles used during the VWe trip
On which Volkswagen India vehicle brands were used during the Chandigarh to Leh trip, and how the company and the VWe curators engaged both existing and new potential customers, Abbey says, “For the ‘First Chapter’ of Volkswagen Experiences, we offered our customers access to our 5-star GNCAP-rated Taigun and Virtus, along with the globally acclaimed Tiguan SUVW.” He adds, “Our program was promoted largely through social media platforms, the Volkswagen network in India, and event listings on platforms and media channels.”
Number of vehicles and experience highlights during VWe
Replying to a question about how many vehicles were part of the trip, and what aspects of the Volkswagen lifestyle and Taigun were highlighted during the experience, Abbey says, “A total of 25 cars were part of this expedition for customers to drive and experience. Owning a Volkswagen means much more than just driving it. Being in a Volkswagen creates moments that turn into memories. That’s something we want to emphasize. The entire convoy of Volkswagen cars was driven by customers.”
Abbey says, “These experiences also amplified the spirit of exploration and wanderlust, delving into personal bucket lists by traversing spaces such as the More Plains and crossing tough high-altitude mountain passes such as Baralacha La, Nakee La, Lachung La, and Tanglang La.”
“While customers achieved these feats, their experiences also stood as a testament to the intrinsic values and core competencies of our products, highlighting fundamentals such as build quality, German engineering, safety, etcetera,” Abbey adds.
Customer feedback on the first chapter of Volkswagen VWe
And what about customer feedback? “Customers were absolutely delighted with the experience we curated for them,” Abbey says. “They enjoyed every moment of the expedition—from luxurious stays to outdoor treks, crossing snow-capped mountain passes, and glamping by the banks of the Indus River, all while safely cocooned in a Volkswagen.
“They emphasized how flawlessly the itinerary was executed and praised the exceptional performance of our cars,” Abbey adds.
Future opportunities for VWe
On the kinds of opportunities that Volkswagen India will create under the VWe initiative for customers and fans to engage with the brand, its products, and services, Abbey shares under VWe, Volkswagen “will focus on creating a variety of experiences that range from expeditions to community-driven celebrations such as festivals,” adding, “We will also offer a diverse mix of fixed-location events with product or occasion-centric themes, along with tours to showcase the capabilities of German engineering in safety and build quality.”
Immersive experiences during the VWe trip
What immersive experiences did the participants have while driving Volkswagen cars like the Virtus, Taigun, Tiguan, and other models during the trip? Abbey tells us that “while driving the Virtus sedan, Taigun, and Tiguan SUVW, participants got a first-hand experience of the diverse terrain, local cuisines of the region, and the unfiltered beauty of Ladakh. This experience saw participants immersed in exploring majestic landscapes over some of the greatest and most challenging routes in India.”
He adds that “customers also experienced nature in its majestic glory by indulging in outdoor treks, exploring the apple orchards at Palchan, immersing themselves in the traditions of Ladakh, and much more.”
Communication of GNCAP Ratings
And how does Volkswagen plan to communicate and leverage the five-star GNCAP ratings of vehicles like the Virtus and Taigun in its marketing strategy? “While safety is paramount to us and is introduced as our top priority for customer well-being, we have achieved 5-Star GNCAP safety ratings for both—adult and child occupants in the Virtus and Taigun,” Abbey says, adding, “This certification from the Global New Car Assessment Program allows customers to perceive our commitment to safety.”
He goes on to say: “At Volkswagen, we take pride in this accomplishment and prominently feature the 5-Star safety rating in a majority of our communications.”
Abbey shares that “even during Volkswagen Experiences, due to the audience’s awareness of structural safety and GNCAP ratings, many customers emphasized how safe and secure they felt driving a Volkswagen during the expedition, especially when navigating challenging terrains.”
Insights from the First Chapter of VWe
On how Volkswagen will use the insights from the First Chapter of its VWe initiative to shape future marketing and sales strategies, Abbey says, “Volkswagen Experiences is more in line with delivering experiences that amplify the tenets of the brand and its products, and as we engage in discussions with our customers and the wider audiences participating in this program, we will continue to evaluate, and closely listen to, feedback and suggestions, ensuring that we not only stay connected but also remain well-integrated with our loyal customer and fan base.”
Expansion plans for VWe
On the plans, if any, to expand the VWe initiative to other routes or regions in India, Abbey says, “We have just concluded the ‘First Chapter’ of VWe, and we are working on many more exciting opportunities in the near future. Customers, fans, and enthusiasts should definitely watch out for upcoming programs under the ‘VWe’ umbrella.”
Impact on Brand Perception and Sales
So, evolved and experienced marketer that he is, what kind of impact does Abbey expect the VWe initiative to have on Volkswagen India’s brand perception and sales? Abbey’s reply tells us he looks at an even bigger picture. “The initiative will help us build on, and integrate with our audiences, customer base, and the larger community of Volkswagen in India,” Abbey says. It’s not “just about bringing them closer to the brand, but also bringing us closer to them. This,” says Abbey, “will ensure we deliver products and services that truly meet their desires.”
Greater brand respect and higher sales will obviously follow.
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