In collaboration with Star Cooperation, a holistic strategy was developed to position the Volkswagen brand for the future within the growing lifestyle market. The aim was to rethink the brand beyond the traditional automotive business and establish it as a relevant lifestyle brand. 

To this end, a comprehensive lifestyle strategy was created, which took a holistic view of key markets, suitable business models, communication approaches and specific collections, and further developed them. As part of this, the brand was re-segmented within the lifestyle context, supplemented by a standalone project for the Volkswagen GTI range. 

This long – term project encompassed development and consultancy in various strategic and operational fields to create a clear, future-proof positioning as a lifestyle brand. This included, amongst other things, the analysis of relevant market trends and target groups, range planning, design and product development in the lifestyle segment, pricing and positioning strategies, as well as marketing concepts and monitoring the process from the collection through to merchandising products and on to production. This was complemented by a robust business case calculation as the foundation for sustainable growth.