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Volkswagen’s Price Matching Campaign

As a means to reassure and guarantee new and existing VW consumers that the company always offer a competitive and fair price for its every repair and maintenance service, Volkswagen has launched a price match campaign, with a tagline ‘A competitive price. Promise’.

As it is, Volkswagen has long lived out the system of delivering the fairest prices for its customers. This campaign only aims to further reiterate such a practice, ensuring the Volkswagen clientele that they can obtain the most from their motoring and vehicular budgets. But how does this campaign actually work? Each and every participating Volkswagen dealers and Retailers will do a price matching on any Service, Maintenance, or Repair (SMR) quotation from another independent garage or retailer within the scope of a five-mile radius. To acquire a clear comparison, the price matches would be implemented only on the Volkswagen Original Parts that the independent dealer is offering. As an additional provision for the client, all quotations would be provided in writing to ensure that Volkswagen is offering a legal, official, and accurate comparison.

Paul Lougher-Smith, Volkswagen’s Aftersales Marketing Manager, is the one responsible in the conceptualization of such a campaign. In an interview, Lougher-Smith further explains the benefit and feasibility of said project: “Our customers enjoy the quality, reliability and great value for money that’s synonymous with the Volkswagen brand but when it comes to servicing the general cliché is that all franchised network outlets are more expensive than independent garages. At Volkswagen we are so confident in our prices being competitive that we’re giving Volkswagen owners of any age of vehicle the chance to shop around and then demand the same price from their Volkswagen Retailer. That way, they get the best quality work as well as the knowledge that they’re also paying the best price.”

This campaign was said to have taken root on the research findings that customers have been experiencing doubts on the fairness of the offered prices in the franchised car networks. Thus, these customers would rather have their cars serviced in independent outlets, from which there is a perception that they would save a lot more money. Volkswagen then seeks to eliminate such a myth. Indeed, this campaign aims to remove any price doubts and misconceptions in the consumers’ minds. In this way, all VW customers can have the peace of mind, as well as the assurance of quality workmanship, of having their respective cars taken care of licensed Volkswagen networks.

To explain the timeframe of this campaign, Lougher-Smith further adds: “We’re running this advertising campaign for six weeks – but the offer continues for the rest of the year. Our retailers are looking forward to welcoming customers back into the network and giving them the service and value for money they deserve. The Volkswagen brand has long stood for honesty and value and this latest campaign aims to reinforce this promise.”

This entry was posted on Thursday, October 11th, 2007 at 4:05 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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