All clear: VW transparency for Chinese customers

23 : 09 : 2012 Consumers : Volkswagen : New Emerging Affluents

Beijing – Volkswagen has launched an interactive website to promote its luxury Phaeton model in China, highlighting the production process and the company’s connection with the Saxony region of Germany.

Volkswagen Phaeton website Volkswagen Phaeton website
Volkswagen Phaeton website Volkswagen Phaeton website
Volkswagen Phaeton website Volkswagen Phaeton website

The website, created by Ogilvy & Mather Beijing, features lavish visuals that appeal to the Chinese fascination with European culture and premium goods. It also provides an up-close look at the Transparent Factory, Volkswagen’s glass-walled facility in Dresden where customers can observe the Phaeton being assembled.

In a country awash with fake goods, Chinese luxury consumers are keenly interested in product quality and are increasingly demanding transparency. According to a Weber Shandwick study published this year, Chinese consumers are more likely than those in Brazil, the UK and the US to carry out research into the companies behind the products they purchase and to demand transparency in labelling.

Read our At The Source microtrend for more on why consumers demand transparency. For details about how to reach New Emerging Affluents, attend our forthcoming Trend Briefing.

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