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Rebadging Volkswagen

6 June, 2006

How to redefine Volkswagen’s image and make it more ‘culturally relevant’:

“Crispin’s cognitive anthropologists went to work. Two-hour in-home interviews with two dozen GTI buyers, all men 18 to 30, were done in five cities. The researchers sent the subjects an assignment in advance of visits: Make a collage with magazine pictures to illustrate how they felt about Japanese “tuner” cars, like Honda (HMC ) Civics, on which owners tack thousands of dollars in speed-enhancing and cosmetic accessories. Then cut out pictures representing the European tuner cars like GTI and BMW M cars that are accessorized at the German factories. One GTI fan contrasted cutouts of Tweety Bird and a tuner “dude” wearing a chrome dollar-sign necklace to represent the Asian tuner “posers” with images of a black wolf and Ninja warrior depicting the “more authentic and serious” Euro tuner crowd.”

Businessweek

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