tiguan launch

CASE STUDY: How VW launched its Tiguan SUV in China

The marketing initiatives that raise the credibility of the function in the C-suite are those that deliver on set business targets. In one such example, Shanghai Volkswagen (SVW) and DDB set out to break the monopoly of Japanese brands in China’s SUV market with the launch of the Tiguan model, achieving 10,000 orders within the pre-sale period.