Shift Happens

How it started and how it's going — Bishwajeet Samal explains Volkswagen's strategy of becoming a brand that people are proud to own.

- By Tsunami Costabir

When Volkswagen entered India in 2007-08, the brand arrived with a sharp, confident message: a global automotive powerhouse was here to build cars that the country had never experienced before. Its debut campaign — the famous Times of India roadblock with 13 continuous pages of advertising — was not simply marketing; it was a declaration of commitment. And within a few years, campaigns like the iconic Vento talking newspaper and the deeply compelling “Why only Volkswagen can build a Volkswagen” helped cement the brand's position in a marketplace then dominated by price-led decisions and mass-market thinking.

More than a decade later, the brand has not only retained that legacy but is actively reshaping its meaning for a modern India. Today, the company is positioned as an aspirational premium brand, speaking to a new generation of consumers whose expectations, lifestyles, and ambitions have transformed significantly.

Consumers Who Expect More

Indian car buyers today are not who they were when Volkswagen first arrived. “Their taste has evolved; they want better products, better brands,” says Bishwajeet Samal, Head of Marketing and PR, Volkswagen India, reflecting on the shifts he has witnessed over 17 years with the company. Increased exposure to global standards, more disposable income, and rapid digital access have heightened expectations across every category — including automobiles.