Topics: Volkswagen, Volkswagen Jetta, Volkswagen Beetle Pages: 8 (1438 words) Published: November 23, 2014

Campus Name : INTI International University
(Laureate International Universities) Program Name & Code : Diploma In Business
Subject Name & Code : MKT 2105 –Consumer Behavior Assignment Title : Individual Assignment

Student’s Name : Moh Yee Ying
ID : I13003966
Class Section : 8T1
Lecturer’s Name : MS Wong Choon Fah
Date Line : OCT 28 ,2014

1. What accounts for Volkswagen customers’ brand loyalty? Provide examples to support your argument. Volkswagen (VW; German pronunciation: [ˈfɔlksˌvaːɡən]; /ˈvoʊks.wæɡ.ən/) is a German automobile manufacturer headquartered in Wolfsburg, Lower Saxony, Germany. Volkswagen is the top-selling and original marque of the Volkswagen Group, the biggest German automaker and the second largest automaker in the world. Volkswagen has three cars in the top 10 list of best-selling cars of all time compiled by the website 24/7 Wall St: the Volkswagen Golf, the Volkswagen Beetle, and the Volkswagen Passat. With these three cars, Volkswagen has the most cars of any automobile manufacturer in the lists that are still being manufactured. Volkswagen ranks first in spending the most money of any automaker on research and development as of 2011.Volkswagen means "people's car" in German. Its current slogan is "Das Auto" ("The Car"). Awards

World Car of the Year
Volkswagen has produced four winners of the World Car of the Year competition. Volkswagen has the most World Car of the Year awards of any automaker. 2009 - Volkswagen Golf
2010 - Volkswagen Polo
2012 - Volkswagen up!
2013 - Volkswagen Golf
Volkswagen has had one car shortlisted for the World Car of the Year. 2006 - Volkswagen Passat
European Car of the Year
Volkswagen has produced three winners of the European Car of the Year award. 1992 - Volkswagen Golf
2010 - Volkswagen Polo
2013 - Volkswagen Golf
Volkswagen has had several models being shortlisted for the European Car of the Year. 1971 - Volkswagen K70
1975 - Volkswagen Golf
1982 - Volkswagen Polo
1984 - Volkswagen Golf
1989 - Volkswagen Passat
1995 - Volkswagen Polo
1997 - Volkswagen Passat
1998 - Volkswagen Golf2004 - Volkswagen Golf
2006 - Volkswagen Passat
2009 - Volkswagen Golf
2012 - Volkswagen up!
2014 - Volkswagen Beetle Dune concept
Other awards
The Volkswagen Jetta TDI won the 2009 "Green Car of the Year" award from Green Car Journal. In 2011, Volkswagen had the most IIHS Top Safety Pick award vehicles of any automaker with 9 vehicles. The Volkswagen Passat NMS won the 2012 Motor Trend Car of the Year award. In 2012, the Volkswagen Jetta Hybrid set the world record to become the fastest hybrid car at 187 mph. In 2013, the Volkswagen XL1 became the most fuel-efficient production car in the world, with a combined fuel consumption of 261 mpg. According to the awards above that Volkswagen had received, customers can believe that Volkswagen brand has created a well known brand image in the world. We also can prove that Volkswagen provides customers a good quality of car. Volkswagen has long been regarded as one of the safest and most reliable automotive brands, a reputation it has nurtured since 1984, when it became the first foreign brand to enter the market. Volkswagen uses the same platforms and technologies across its brands, and its marketing activities reinforce its image of safety and reliability. Moreover, Volkswagen has been selling low sulphur diesel-powered engines for the European market since 2003. Volkswagen developed Turbocharged Direct Injection (TDI) technology for diesel engines, and it offers a wide array of TDI powertrains. As modern diesel fuel economy is 30 percent higher than gasoline engines, a proportional reduction of greenhouse gas emissions is achieved with Clean Diesel technology. Volkswagen is also...
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