LavidaDerivatPositioning
ProductoverviewMorethanbothnotchandhatch!–LavidaDerivatanswersthetrendinautobodystylediversity
With‘Morethanahatch’propertiesLavidaDerivatis
readyfortheprospectedshiftinbodystyledistribution63%37%Sedan15%4%18%HatchMPVSUV201255%45%17%6%22%HatchMPVSUV2018OtherDatasource:VGCPR62TotalMarketandSegmentbase30.01.2013AsuccessfulLavidaDerivatpositioningas‘Morethanhatch’willhelpcreateaunique‘DerivatHalo’whichwillbebeneficialforsubsequentSantanaDerivatmarketentrytoo.SedanOtherProjectedtotalmarketgrowth42%Projectednon-sedanmarketgrowth72%Chinatotalmarketsize:
13.503tsd.unitsNon-Sedan:4.996tsd.unitsChinatotalmarketsize:
19.200tsd.unitsNon-Sedan:8.640tsd.units
‘Morethanahatch’-productpropertieswithlifestylerelevanceProgressivedesignLifeenhancingtechnologyTirepressuresensorCorneringlightsESPwithHHCRainsensorSafetyandcomfort
whereeverlifetakesyou8speakersoundsystemAutomaticAC,sunroof,heatedseatsTrendsettingFastbackbodystylewithelegantstylingandrepresentativesizeimpressionIntroducinguniqueVariantflavortoitssegmentStyleandposture
forbusinessandleisureSegmentleadingsize,Volkswagen’sGermanengineeringDNA(TSI,DSG,lowfuelconsumption)andafullpackageofinnovativefeatures(Sidecurtainairbags,ISOFIX,…)serveasfundamentforourproductidentity.MeaningfulsizeforlifebeyondbusinessMaximize
yourlife
experience!“LiveforLife.”Length:4453mm/Trunk:420lMulti-functionalandpracticaldesign
CustomerdevelopmentsWithjoy,versatilityandlifestyleinsteadydemand–LavidaDerivatistheaffordablecarforamodern,yetsubstantiatedlifestyle
LayeredLavidaDerivatstandsforamorestylish,refinedyouthConfidentSubstantiatedBeautyshotspending
Source:VC-4,BrandManagementandStrategyLavidaDerivattargetsthemodernVersatilityandJoycustomersfascinatingbythehatchbackbodystylelookingf