.svg)
.svg)
Volkswagen
Connecting heritage with modernity to shape the brand’s next chapter
Although many global trend reports suggested that Gen Z had little interest in driving or owning cars, the reality in Spain painted a different picture. The desire was present but motivations, barriers and behaviors had evolved, reflecting a more sophisticated consumer approach.
Services
Insights
Ethnography and User Safari uncovering 40+ user stories across four key cities in Spain
Cultural mapping
Quantitative research to provide market-scale
validation of findings
Cultural mapping
Quantitative research to provide market-scale
validation of findings
Strategy
Brand platform evolution
Brand playbook
Style and tone of voice guide
Brand playbook
Style and tone of voice guide
A practical brand playbook grounded in VW's DNA, adapted to align with the wants, needs and expectations of Gen Z. This strategic tool guides brand communications, aligns initiatives and directs engagement efforts for this consumer segment, while respecting and preserving VW's brand essence and equity.
Next project
Doony's
.webp)