Why do you attach so much importance to brands – should good products not be able to impress on their own?
Strong products form the basis for commercial success. Nevertheless, brands fulfil important standalone functions: brands provide consumers with orientation. They help them to find the most suitable product from a wide selection. This is becoming increasingly important, because there are more and more providers on many markets. Brands ensure recognisability, stability and trust. These are properties that we also value in people. Brands allow us to build an emotional relationship with good products.
With the ID.4 GTX, Volkswagen is introducing a new product brand for performance-oriented e-mobility. A good decision?