That harmonious image was shaken however as the painful, PR disaster of 2015’s ‘dieselgate’ unfolded. Adversity often forces hard choices in business and it did with VW - The scandal accelerated Volkswagen’s strategic move to electrification and the launch of the Intelligent Design (‘ID’) range of vehicles. 

In a masterstroke, resurrecting the evocative iconography, in the backdrop of Pebble Beach, Herbert Diess announced the spiritual successor to the VW Camper, the ID Buzz. Was it any surprise that the new EV was presented to an aptly-chosen anthem of Simon and Garfunkel's 'Sound of Silence', beach imagery and modern, environmentally-conscious, happy-family? Let’s be clear, it was a strategic product marketing play, plain and simple. Beautifully done - Bravo VW!

A clear product strategy is essential to delivering a product proposition - especially one that creates a contextually relevant, emotional connection to your offering. Put simply, the more accessible and compelling, the more commercially successful. And with it, you gain the buy-in of your investors, partners, distribution, and of course your own employees.

Quoting Jonathan Ruff, one of our partners "Great product marketing delivers a story, so compelling that your customers become your advocates and storytellers.” - that comes by design, and experience... not by accident. 

If your business needs support with Product Marketing, SYNIMA Group has the expertise and experience to manage individual and diverse product portfolios, develop product, solution and portfolio positioning, and execute product, solution and portfolio launches. 

As for the re-born VW Camper, it sounds like a run-away success, when you can buy one!