"Trying to establish a new brand in the United States amongst all the competitors that we have is extremely difficult," said the Senior VP in charge of Product & Strategy. "I think, probably, our advertising campaign probably could have been larger, to be quite honest." That includes multimedia marketing, of course, but Volkswagen is also hoping to increase the Arteon's exposure in America's VW showrooms, "to get more test drives going."
Yet another obstacle to the Arteon's success the last time around was related to incentives; according to Schafer, the segment in which the car competes is "seventy percent lease[s] in the United States."
"I think if we retrospectively look, we probably could have had a little bit more money out the gates to make sure that the car leases very well."
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