The Chinese-German JV, which has seen its lion's share of the market eroded by intensifying competition, is to launch a new service brand as well as a new campaign aimed at bolstering its corporate image. The push will be a change in emphasis for the auto firm which has traditionally focused its marketing on promoting individual cars.
Both tasks have been handed to Grey, which recently consolidated its relationship with SVW after bagging the account for Santana, China's most popular car, in a competitive pitch. The agency already handles SVW's Passat brand.
"The philosophy and vision from a product level will be consistent," said Grey's Shanghai GM, Kenny Wong, who will be leading the account. "It can be very helpful in generating sales."
It is yet to be decided whether SVW will opt for a separate branding campaign or add a corporate element into its product advertising, Wong added.
Grey is also helping launch SVW's new service brand later this year, which aims to capitalise on its national networks, one of the largest in the country, with a comprehensive through-the-line campaign.
SVW also has Saatchi & Saatchi on its roster, looking after its more niche models such as Touran, Polo and Gol.