Volkswagen Inclusief

Volkswagen observes a decline in price–value perception and increasing competition, both from other brands and within its own portfolio. Customers switch more easily and base their choices less on status and more on creativity, originality and personal relevance. The visible question concerns loyalty, but the underlying challenge is meaning. The brand must demonstrate that it stands for a broader world of convenience, service and value, not just for a car.

From this insight emerges the organizing idea Volkswagen Inclusief. This idea makes the brand promise tangible through a loyalty card and service approach that becomes a structural part of the relationship between driver, dealer and importer. The focus shifts from individual incentives to a lasting sense of special treatment and value for money.

We develop a strategic framework in which a central base offering from the importer is combined with room for dealers to create their own complementary offers. The base offering focuses on convenience and value, including mobility services, free MOT inspection, an optional credit card function and saving options for maintenance and accessories. This offering is deliberately accessible to almost all drivers, including owners of older cars, to reinforce the idea that Volkswagen is always there for you.

Within this framework, we also facilitate the role of the dealer. Dealers receive tools to refine their offering based on customer value and life stage. Examples include pick-up and delivery service, personalized offers or event invitations. This creates a sense of community and a tangible bond with both brand and dealer. At the same time, dealers can directly use the program for business growth and customer activation.

Anchoring lies in the fact that Volkswagen Inclusief is not a campaign, but an ongoing system. Through a central launch strategy, customer personalization of the card and an extranet application for dealers, one-to-one communication becomes possible. Dealers can create selections, compose offers, send mailings and evaluate results, allowing the program to evolve with customer behavior and market dynamics.

The ecosystem of importer, dealer and driver is reorganized around mutual benefit. Drivers experience convenience, transparent value and personal attention. Dealers gain a concrete tool to deepen relationships. And the brand strengthens its emotional relevance without becoming dependent on discounts or promotions.

In collaboration with:
• Gert Jan Oudshoorn, Pon
• Erik Hesen, Brand Identity Design