Volkswagen Group Leasing (VGL), are the fleet and corporate leasing arm of Volkswagen Financial Services. As well as providing a full range of VW Group vehicles (SEAT, Skoda, VW and Audi) they also source any other vehicle, big or small, luxury or utility. Their offering is the convenience of everything a fleet buyer might need being in one place, bringing together all major vehicle manufacturers but also fleet management and funding.
They provide fleet solutions to a range of companies, including large public sector organisations such as the NHS to prestigious premiership football clubs.
WHAT WAS THE CHALLENGE?
Our role was to examine and develop a VGL point of difference, a new look and style and a new distinguishing approach. Research and analysis by Palmer Hargreaves, using our ‘3D’ brand development tool, resulted in the VGL brand being out of line with the exciting, innovative culture, products and services being offered. Our task was to update the brand, making it salient, differentiated and able to support VGL in its strategic push for growth.
WHAT WAS THE CONNECTION?
The fleet market is a highly competitive sector with many large organisations all offering very similar products and services. Many competitors also have the same approach to vehicle finance and present themselves in a similar, corporate, finance type way.
We developed a brand strategy which would differentiate them from the competition in a very crowded market place and demonstrated that not only are they shoulder to shoulder with the competition in terms of the basics but were also best in class. Stage one was to launch the brand to the VGL internal audience to get them fully on board before rolling out to the customer and prospect database.
WHAT WERE THE RESULTS?
A new look and feel that stood out from the crowd. Total employee brand engagement and understanding.