Who rides Volkswagen? | AIlon in Market Positioning

Who rides Volkswagen?

Market Positioning in Auto

  • Prioritize marketing channels
  • Understanding needs and motivation
  • Describe audiences

Which ten keywords best describe Volkswagen customers? What distinguishes them from non-Volkswagen customers? AIlon gives the answer.

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In this use case, we investigate which attributes are best suited to identify (potential) Volkswagen customers in Germany. For this purpose, we use algorithms that learn to distinguish Volkswagen customers from the rest of the population based on AIlon's Big Data database. In the final step, we can select attributes from the algorithm that it has primarily used for this purpose. This results in a statistically valid brand positioning.

This graphic visualizes which attributes of people increase or decrease the probability of being a Volkswagen customer. We show the top 5 attributes on the left of the red line and the flop 5 attributes on the right of the line.

The characteristic VW driver is male, married, likes YouTube and reads his newspaper in the morning. The absolute favorite movies are the Fast and Furious series. There are hardly any students among VW drivers. During the trip into the city (not by bike, of course), the eye passes by the detailed design of the facades and is instead focused on the destination. A wide berth is given to stores with luxury products.