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Volkswagen

Issue 51 | June 2019

Background

The Volkswagen Polo was a car tailored for young, urban Aussies. Its biggest selling point was its safety technology. But there was one big problem. For this generation, safety wasn’t actually a selling point. Not even close. In fact, they would rather catch an Uber than even deal with a car. The task was to make a car packed with safety feel directly relevant and appealing to younger car buyers.

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